A Study On The Relationships Between Brand Personality?Experience Value And Tourist Loyalty Of Natural Heritage Sites

The influence of brand personality of tourists on the loyalty of tourists is an important issue in the management of tourist destinations.In the new era of construction tasks based on quality tourism,inspections based on the experience values of tourists are more in line with the requirements of the times.The World Natural Heritage Site has high scientific value and landscape value.During the process of building tourism destinations around the heritage,the value of tourists and the perception of the brand personality of visitors are highly valued.In particular,the joint declaration of sue cessful nature in multiple natural heritage sites,more urgently need to advertise brand personality and promote the loyalty of tourists.Based on the existing research results,we carefully pondered the relationship between the brand personality of tourism destinations and their loyalty to tourists.We pay close attention to the connotation of the individuality of tourism brands,and meticulously considered the attributes and elemental structure of individual tourism brand personality.The relationship is based on a "perception-emotion-behavior" construe tive theoretical model.Langshan is one of the significant members of China danxia world natural heritage.The local has supporting project construction of personalized experience surrounding heritage conservation,based on network travel,using Rost software to extract the high frequency words and then generalize its brand personality characteristics,bringing in maturity scale of tourism experience value and tourist loyalty,adopting the basic data of questionnaire survey,to reveals the relationship among the brand personality,travel experience value and tourist loyalty by means of regression analysis.Research shows that:1)brand personality of the natural heritage sites Langshan is made up of five dimensions which including benevolence,wisdom,brave,joy,refined;internal factor of five dimensions has good structure relations and establish the brand characteristics of the Langshan natural heritage sites effectively;(2)the brand personality of natural heritage sites has a significant positive influence on the tourism experience value and tourist loyalty;(3)the tourism experience value has a significant positive influence on tourist loyalty;(4)the tourism experience value is an intermediary between the brand personality of natural heritage sites and tourists loyalty."Utilitarian experience value" plays an intermediary role between "wisdom","heroism","elegance" and willingness to travel again."Utilitarian experience value" plays a part in mediating between "joy","wisdom","heroism","elegance" and recommendation behavior.Emotional experience value plays an intermediary role in wisdom,valor,elegance and willingness to travel again."Emotional experience value" plays an intermediary role in "benevolence and kindness","elegance" and recommendation behavior.It ACTS as a complete intermediary between valor and recommendation.The publicity of the personality of the Langshan world natural heritage brand should be developed from the five perspectives of benevolence,wisdom,heroism,joy,and elegance.It highlights the experience function,satisfies tourists' desire for travel,and forms a good mood for tourists,thus enhancing the level of tourists' loyalty.