The Effects Of Theme Park Brand Experience And Brand Personality On Post-Travel Behavior Intention

The theme park industry is increasingly competitive and the demand for branding is obvious.Brand experience and brand personality as two important concepts in brand research have attracted the attention of scholars.Based on the theories of anthropomorphism and self-congruity and focusing on the post-,this study put focus on the post-travel stage and constructed a relationship model among theme park brand experience,brand personality,self-congruity and tourist behavior intention from the sight of tourist perception,and collects totally 363 data through questionnaires from Chimelong Paradise.Finally this study uses SPSS24.0 and Mplus7.4 for data analysis to examine the conceptual model.The research results show that:(1)The three dimensions of sensory,emotional and behavior of brand experience in Chimelong Paradise are significant,and its brand personality is significant in five dimensions: sincerity,excitement,competence,sophistication and ruggedness;(2)The sensory and affection dimension of the theme park brand experience both have a direct impact on post-behavior intention,and its sensory and behavior dimension affect post-behavior intention indirectly through brand personality;(3)The self-congruity partially mediates the relationship between the theme park brand personality and tourist behavior intention,within that sincerity,competence,sophistication impact tourist behavior intention directly.This study not only deepens the application of brand experience and brand personality in the theme park research field,but also provides advices for the brand management of theme parks.