Zhangjiajie National Forest Park Research On Brand Personality Based On Web Text

China is the one of the richest countries in forest resources.At present,there is 3,502 forest parks in China,among them,882 national forest parks.Zhangjiajie National Forest Park as the first built forest park of our country enjoys a high reputation both at home and abroad,and has a great influence in the same type of tourist destination.As for tourist destination,it may secure the competitive advantage of this destination to develop its unique and favorable brand.Based on the study of brand personality for Zhangjiajie National Forest Park,this essay provides guidance for local tourism management departments and marketing personnel,and then it provides theoretical foundation for the shaping of brand personality within the same type of tourist destination.This study uses GooSeeker the crawler software and takes Lvmama,Mafengwo,Baidu travel,Ctrip travel and TripAdvisor as data collection website to engage in UGC acquire.Totally,it collects 9768 online comments from tourists to Zhangjiajie National Forest Park beginning in 2009 and ending in 2018.Through data cleaning,the effective vocabularies are screened out.As a result,the vocabularies related with brand personality characteristics of Zhangjiajie National Forest Park are achieved,and in a whole 47 groups vocabularies which appears in higher frequentness in recent decade are selected.Then,brand personality dimensions of this park have been analyzed by adopting the research method of combing qualitative with quantitative.Finally,the changing trend of brand personality dimensions of this park in ten years has been summarized.The research results show:(1)The deepest description in the brand personality perception from tourists to this park seems to be"beautiful"fancy" "misty" "fresh" "grand"etc.and these adjectives all about natural landscapes of this park.This manifests that the perception contribution rate of natural landscapes within the first impression from the tourists to this park accounts for the largest.(2)The brand personality characteristics vocabularies with which the tourists express the overall feeling to the natural resources and human resources etc.of this park may be reduced to five dimensions as "graceful" "magnificent" "leisurely and comfortable" "natural" "moder".(3)Overall brand personality dimension of this park ranks as:graceful>magnificent>natural>leisurely and comfortable>modern.The two dimensions of overall brand personality dimension in this park which contribute the best presents to be "graceful" and "magnificent".And this matches better with"miracle peaks three thousand,pretty water eight hundred"which has officially been propagandized.The projected brand personality and perceived brand personality have a certain degree of agreement.(4)With the development of time,the brand personality of Zhangjiajie National Forest Park has no changed.The most prominent brand personality over the years is "graceful",followed "magnificent".(5)Over the years,the hotspot of web search and the peak period of comment texts are comparatively consistent,with the largest proportion of searchers aged 30-39 years old.For the above conclusions,the paper puts forward some suggestions,such as strengthening the shaping and propaganda of brand personality,paying attention to mobile Internet marketing,and prospects for future research,in the construction of brand personality of Zhangjiajie National Forest Park.