Ancient Town Of Personality Traits, Tourist Satisfaction And Behavioral Intention After Swim Relationship Of Empirical Research

Town personality characteristics reflect the impression of theancient town in the mind of tourists, the impression is different from otherancient towns, it is helpful to shape the tourism image and enhance theimpression of tourists, and it also affects the tourist satisfaction, therepeat visits and the willingness to recommend. According to thepersonality traits of the ancient towns, it is not only good formacro-management to plan tourism resources and developappropriate strategy, but also good for the tourism enterprises todevelop targeted marketing strategies and achieve good value. Thepersonality of ancient town is extremely important for the developmentof the ancient town tourism industry, the town personality traits providetourists with an irreplaceable emotional expression, and it is animportant foundation to establish the tourism destination image and thetourist relations, the ancient town personality is the heart and soul of theimage of tourist destinations. If a tourist destination hasn’t personality, itis often short-lived, and short of potential tourists desire and impulse,and thus difficult to form a good reputation. Tourist destination withouta stable personality characteristics and image, consumers will not beable to understand the personality of the destination. The important roleof the tourist satisfaction has been perceived by the marketing sectorand academic circles, the satisfaction of tourists can increase the revisitrate and the word of mouth behavior, and the formation of certaintourist loyalty. A high level of visitor satisfaction and loyalty can bring alot of competitive advantage, such as lower marketing costs, form agood reputation and bring more market source. Different regions,different types of tourist destinations have certain differences in theircharacteristics, and the tourist satisfaction and the impact ofbehavioral intention are not the same. Tourism enterprises in China are still not satisfactory in the research and application of the personality.With the expanding of tourism market competition and the growingtourism destination must find the key factor to affect the touristsatisfaction. Only in this way, the tourist destination can carry out theeffective market segmentation and personality traits shape, take atargeted marketing campaign. Through questionnaires, site visits, on thebasis of the related theory expounded to establish the personality ofancient towns, the relationship between tourist satisfaction and travelbehavior intention model. Then, Through the collation of thequestionnaire, defined the scale of the ancient town of personalitycharacteristics, analyzed the relationship between the touristsatisfaction and town personality characteristics, the relationshipbetween the tourist satisfaction and behavioral intention after the tour.On the one hand, Western theories and models combined with thelocalization studies, to verify its applicability in the tourism industry. Onthe other hand, based on empirical research, results showed that thetown personality traits will affect tourist satisfaction and also thebehavior intention after the tour, visitor satisfaction is the intermediary ofthe ancient town of personality traits and travel behavior intention.Using factor analysis in this article to explore the impact factors of touristsatisfaction and behavioral intentions, summed up the personalitycharacteristics of Qibao, reflected in the “Renhe”,”Creative”,”leisure”,” integrity”, and “wisdom", the five measure result explain wellthe personality characteristics of Qibao. And use linear regressionanalysis method to explore the model of personality characteristics andthe tourist satisfaction and behavioral intentions of Qibao. In the end,summarize the importance of the study and also pointed out theproblem.