THE INFLUENCE MECHANISM OF DESTINATION BRAND PERSONALITY ON TOURISTS'BEHAVIORAL INTENTION:A CASE OF BEIJING
As one of the key factors to attract tourists to travel destinations,brand personality has always at-tracted great attention from scholars.Based on the self-regulating attitude theory and questionnaire survey data,this paper quantitatively analyzes the mechanism and path of the influence of destination brand person-ality on tourists'behavioral intention.The findings are as follows:1)The hypothesis test results based on the self-regulating attitude theory verify the"evaluation-emotion-behavior"process of the influence of destina-tion brand personality on tourists'behavioral intention.2)Self-consistency,positive emotional experience and satisfaction build different mediating paths in the influence of destination brand personality on tourists'behavioral intention,and the process of"evaluation-emotion-behavior"is subdivided into"perception-emotion"path and"value-attitude"path.This paper confirmed that destination brand personality can affect tourists'behavioral intention through positive emotional experience or perceived value.Thus it effectively expanded the application scenarios of the self-regulating attitude theory,while the research scope of the in-fluence of destination brand personality is enriched.
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