Research On Brand Personality Differences Of Ancient Town Tourism Destinations

In 1997,the ancient city of Lijiang was included in the list of world cultural heritage,which contains three famous ancient towns: Dayan ancient town,Shuhe ancient town and Baisha ancient town.The three ancient towns of Lijiang ancient city are all important parts of it,attracting many tourists to visit.It is particularly worth mentioning that during the Spring Festival in 2023,the number of tourists in Dayan ancient town exceeded 100,000 per day.Its status in the tourism industry is self-evident.Taking the three ancient towns of Lijiang as case studies has very important reference significance for the development of ancient town-type tourism destinations in other places.The 20 th National Congress of the Communist Party of China accelerates the promotion of high-quality development,and closely combines the implementation of the strategy of expanding domestic demand with deepening the structural reform of the supply side.As a world-renowned tourist resort,Lijiang ancient town,facing the increasingly fierce competition in the current ancient town-type tourism market,should make full use of its own advantages,constantly improve and improve the supply and demand structure,and highlight its unique brand characteristics,in order to achieve high-quality development.The brand personality of Lijiang ancient town is the core and soul of its long-term development.It is very important to make clear the brand personality of each ancient town to extend the life cycle of the tourist destination.At the same time,it can also establish its unique tourism image through its brand personality,promote the marketing organization of the tourist destination to carry out organized,planned and step-by-step marketing,stimulate the desire and impulse of tourists to travel to the tourist destination,further drive the consumption of each ancient town,improve its service,so as to form a good reputation and promote the further development of its economy.After semi-open interviews,the researchers obtained a large amount of information from the three ancient towns of Dayan,Shuhe and Baisha,including the views of tourists,local merchants,local residents and relevant experts.At the same time,the research team collected the travel notes and review texts of tourists from Ctrip.com,Tuniu.com and Mafengwo through Houyi collector.Based on the grounded theory,the data obtained from the two channels were open to coding,spindle coding and selective coding.Finally,the brand personality dimensions of the three ancient towns were obtained.There are five core brand personality dimensions of Dayan,namely sincerity,excitement,maturity,ability and power;five core brand personality dimensions of Shuhe,namely sincerity,friendliness,quietness,leisure and gentleness;five core brand personality dimensions of Baisha,namely sincerity,quietness,casualness,roughness and conservatism.By comparing the brand personality dimensions of the three ancient towns,it can be concluded that the same brand personality dimension of the three ancient towns is "sincerity",and the same brand personality dimension of the ancient towns of Shuhe and Baisha is "quiet".Of course,the brand personality of the three ancient towns is also different: the unique brand personality dimension of Dayan ancient town is "excitement,maturity,ability and power";the unique brand personality dimension of Shuhe ancient town is "friendliness,leisure and gentleness";the unique brand personality dimension of Baisha ancient town is "random,rough and conservative".On this basis,combined with the development of the three ancient towns,Dayan ancient town mainly focuses on the follow-up brand publicity around excitement,Shuhe ancient town should highlight the "leisure" to carry out its brand activities,Baisha ancient town should continue to make efforts on "rough" to ensure that its brand personality can be recognized by tourists.According to the analysis of the brand personality differences among the three old towns in Lijiang,the brand personality positioning of Dayan Ancient town is "Dayan for fun",Shuhe Ancient Town is "Shuhe for leisure",and Baisha Ancient Town is "Baisha for simple life".Based on the brand personality positioning of Lijiang’s three ancient towns,it proposes that the tourism product positioning of Dayan ancient town should focus on cultural and folk tourism,that of Shuhe Ancient town should focus on the combination of leisure and cultural tourism,and that of Baisha Ancient town should focus on ecological and cultural tourism.The three ancient towns of Lijiang as a whole,in the future management,first of all,we should weaken the image covering harm and enhance the image superposition effect;secondly,we should find the brand positioning to help Lijiang tourism;finally,do a good job in content marketing and tell the story of Lijiang.Tourism marketing organizations should implement unified external marketing for the three ancient towns to ensure the long-term and balanced development of the entire ancient city of Lijiang tourism.