City Tourism Brand Personality And Its Relationship With Perceived Value

With economic development and tourism flourish, various travel patterns are endless, urban tourism as one of the important models has gradually attracted public concern. Advantage of the city as a tourist destination is obvious, not only has a sound infrastructure, also has a rich cultural and natural resources, so many cities regard the development of tourism as an important tool for economic growth. Brand theory as the study of all sectors and increasingly mature, become one of the most important marketing tools of the products. The tourism industry is no exception; the brand theory applied to the field of tourism is an important research direction, so the brand has become one of the important means to participate in the competition for a tourist city. Brand personality study as research frontier of brand, because of its blend of theoretical field of psychology, has become an important interdisciplinary research,Therefore, combining the brand personality and urban tourism, has important practical significance to explore the city's tourism brand marketing and branding. The relationship between City tourism brand personality and the perceived value of the tourist are also the issue to explore for the paper.Based on the theory of personality traits, brand personality theory and the domestic and foreign product brand personality scale and tourist destination brand personality scale, the paper designed city tourism brand personality measurement scales, and the Yangtze River Delta region of Shanghai, Nanjing, and Hangzhou as a case. Based on the data acquired through questionnaire investigation, the paper used the principal component analysis method do empirical research for city tourism brand personality scale, used independent samples t test and ANOVA variables test whether the population characteristic have a significant impact factor to city brand personality,and analyzed the relationship between visitors' overall perceived value and the city tourism brand personality through path analysis.Final conclusions are as follows:( 1) Brand personality characteristics of urban tourism constituted by three dimensions: sincerity and excellence, conviviality and elegance, vogue and excitement;(2)The most significant personality characteristics of different sample cities vary: Nanjing, Hangzhou are cities on behalf of conviviality and elegance personality,Shanghai is the city on behalf of vogue and excitement personality;( 3) There are significant differences in perception of the brand personality based on demographics: The perception of Company staff and students, married and unmarried tourists is different on sincerity and excellence personality, the perception of male and female tourists is different on vogue and excitement personality;( 4) The sincerity and excellence dimension, the conviviality and elegance dimension of brand personality scale has a positive impact on the overall perceived value of tourists, the vogue and excitement dimension has a negative impact on the overall perceived value of tourists.Finally, this study puts forward some suggestions for brand marketing and brand building of tourist city.