A Study On The Shaping And Influence Of Tourism Events On Urban Personality

In the process of long-term hosting events in the destination,the unique social benefits of tourism events in increasing social cohesion,obtaining community support,improving image and other aspects are gradually highlighted,and the social benefits of tourism events have gradually attracted the attention of researchers.In addition,the fierce tourism competition impels cities to pay more attention to shaping the unique urban personality,in order to enhance the tourism attraction.The social benefits of tourism events have an imperceptible and far-reaching effect on the shaping of urban personality.Therefore,the research can provide practical guidance for shaping of urban unique personality,which is conducive to the sustainable development of events and city tourism.Based on the perspective of tourists,the paper conducts research on the shaping of urban personality by tourism events,and selects tourist loyalty as the research index of the subsequent impact.On the basis of literature review and theoretical review,the paper constructs a chain-mediated model of six research hypotheses of the relationship between tourist involvement,event experience,urban personality,tourist loyalty.Next,this paper takes Qingdao Beer Festival as a case,and conducts a questionnaire survey on tourists participating in the Qingdao Beer Festival,and uses SPSS26.0 software and Mplus8.0 software to process 415 valid questionnaires.First of all,through exploratory factor analysis method,this paper conducts principal component analysis on tourists’ perception of urban personality in Qingdao,and obtains two dimensions of "fineness" and "diligence".Then through structural model,it analyzes empirically the shaping and influence of tourism events on urban personality.The results show that:(1)Involvement degree of tourists cannot directly affect loyalty.As a psychological variable,involvement degree also needs to take into account its antecedents.Besides,it may also be related to the research context;(2)Event experience has a mediating effect that the involvement degree through event experience can affect the loyalty of tourists,and the affective engagement in event experience has a greater influence on the loyalty;(3)Urban personality has a mediating effect that the involvement degree can influence the loyalty of tourists through urban personality.Tourists often prefer to choose tourism products or destinations that can reflect their own personality traits,which is consistent with the self-consistency theory;(4)There is a chain-mediated relationship between event experience and urban personality.Tourists’ experience of events not only affects their loyalty,but also affects their perceptions of urban personality.Eventually,according to the results of empirical analysis,the following research implications are obtained:(1)Build core attraction and enhance tourists’ value perception;(2)Clear travel motivation and improve the degree of involvement;(3)Provide unique event experience and shape urban personality.