Brand Personality Construction and Empirical Analyses of Mazu Cultural Tourist Destinations
Distinctive and unique tourist destination image and brand personality can both attract tourists and increase their willingness to revisit and recommend the tourist destinations to other people.Based on previous research results and brand personality theory,a 34-item scale was constructed to assess the brand personality of Mazu cultural tourist destina-tions.Taking Meizhou Island in Fujian as the research object,a questionnaire survey was conducted on 712 Meizhou Is-land tourists,and a structural equation model was used to test the brand personality model of Mazu cultural tourist desti-nations.The results of the study revealed that the brand personality of Meizhou Island Mazu cultural tourist destination mainly involves five aspects:primitive,loyalty,magnificence,leisure,and excitement.Then we further propose that a unique and distinct brand personality should be highlighted,the destination brand personality should meet the needs and preferences of the target market,a positive brand experience should be created,the brand communication and promotion should be enhanced,and the brand maintenance and management should be effectively carried out.
NETL
NSTL
万方数据
维普
