Brand Personality Scale Development and an Empirical Study of a Health Tourism Destination
With the increasing public focus on physical and mental health and the quality of life,health tourism destinations are gradually gaining more favor from tourists.Previous research on health tourism destinations has been limited to qualitative analysis,and has not been able to quantitatively measure the traits of health tourism destinations.Therefore,by selecting online textual materials and semi-structured interviews to collect data,and through the three-level coding of grounded theory,four major categories of health tourism destination brand personality have been constructed:environment,body and mind,sociality and cul-ture.Yunnan province was selected as the data collection site,and following a rigorous scale development procedure,a brand per-sonality scale consisting of 4 dimensions and 23 items for health tourism destinations was developed.The scientific and effective nature of the scale was demonstrated through exploratory factor analysis,confirmatory factor analysis,and reliability and validity testing.It provides a reliable measurement tool for research on the brand personality of health tourism destinations and offers a ref-erence basis for brand establishment and management in health tourism destinations.
Health tourism destinationBrand personalityScale developmentYunnan
国家科技期刊平台
NSTL
万方数据
