Research On The Tourists’ Perceived Brand Personality Of Beautiful Xiangxi Show

Brand has become one of the most effective means for tourism enterprises to gain competitive advantage. In order to build up customer loyalty, tourism enterprises must pay more attention to the creation and construction of the brand. As tourism performing arts products become increasingly mature, how to set up a distinctive brand to strengthening their competitiveness is an urgent issue for many tourism enterprises.This paper explored brand personality dimensions of Beautiful Xiangxi Show from the perception of tourists by a mix method combining the qualitative analysis and quantitative approach. A Chinese native brand personality scales including66items were purified as the formal brand personality scale using Delphi method, interview method and pre-investigate. Exploratory Factor Analysis (EFA) and variance analysis (ANOVA) was conducted to study the personality of Beautiful Xiangxi Show using a sample of363customers who watched Beautiful Xiangxi Show. The results show:First, the41measurement items of brand personality were screened out through the pilot study, and the findings of the EFA indicate that perception of brand personality of beautiful XiangXi Show is5-dimensional:elegant, brave, benevolence, stylish and wisdom. Second, ANOVA results show that married visitors pay more attention to "benevolence" than unmarried both tourists, while unmarried visitors pay more attention to the "stylish" than married partner (married) or had a partner (divorced, widowed). A monthly median-income visitors pay more attention to all five brand personality dimensions than other visitors, indicating that not the higher the monthly income, the more attention to the brand personality. Students pay more attention to "brave" than others, possibly mainly because they are young and have less social pressure. Workers and the unemployed are visitors pay least attention to the stylish.