Research On Relationship Between Brand Personality Of Tourism Performing Art And The Tourist Loyalty

With the improvement of national living standard, the pursuit of individual character and self-development, gradually become the contemporary desire and demand of consumers. In this case, the influence of brand personality on consumer purchase behavior increasingly protruding, enterprise also pay more attention to the difference of the brand personality, the consciousness of brand personality became stronger. Tourism performing as a new way of travel, is the integration of cultural industry and tourism.It develop in full swing in the domestic, at the same time created serious problems. Thus, taking tourism performing art as an example, studying the relation between the influence of tourist loyalty and brand personality. In this paper, in the case of tourism performing arts, studying the relation between the tourist loyalty and brand personality.The personality scale of tourism and entertainment brand is designed, which is based on the personality scales of mature tourism and entertainment brands and combined with the characteristic of tourism and entertainment. The research questionnaire is then designed, which is aimed at the tourists appreciating "Tianmen Fairy Fox" and "The Charm of Xiangxi", and350questionnaires are distributed. In the end, the valid data gained from the questionnaires is processed through factor analysis and regression analysis. The research results show that:Firstly, the personality dimensions of tourism and entertainment brand are "benevolence, wisdom, elegance, competent, and brave"; Secondly, the personality dimensions "benevolence and wisdom, elegance, competent, brave" have a positive impact on the loyalty of tourists, but whose regression coefficients are showed a trend of decline, and there is a difference in the influences of personality dimensions to the loyalty of tourists; Thirdly, the difference for characteristic variables of demography on the brand personality factors is analysed based the regression analysis, to enhance the interpretability of the model, and to explain and identify the value and significance of different groups better. Finally, two Suggestions are drawn according to the conclusions:First of all, the brand position should be determined to make the brand personality be different; Then, the brand personality should be enhanced to improve the loyalty of tourists.