A Study On The Influence Of Gender Implication Of Tourism Brands On Consumers’ Purchase Intention

In daily situations,a person’s name may be a clear indication of their gender and disposition.For instance,Chinese characters like "Qiang","Wei" and "Jian" are frequently used for male names,while "Jiao," "Hui," and "Li" are for female names.So,are brand names gendered differently? Similarly,brand managers give their products gender-related labels to support the implicit transmission of gender and to support the distinction of gender in brand positioning.For instance,the feminine brand Goodwife range hood or Mrs oral liquid and the masculine brand K-boxing or Playboy.In a fast-paced and globalized environment,more and more online tourism platforms are coming into consumers’ view.Lvmama,a tourism brand that takes the lead later,which has been able to provide an intangible affinity with the warm impression of women in the heart of the group,bringing them closer to potential consumers,winning their favor,increasing their willingness to pay,and ultimately achieving good development in the face of fierce competition.This study uses Lvmama,a feminine real tourism brand as an experimental object and Lvpapa,a masculine virtual tourism brand as a reference object,which uses the suggestive brand name,stereotyped content model,color theory,and other theories to explore a new research path for enhancing consumers’ purchase intention.The research design includes two experiments.Experiment 1 examined how gender-implicit tourist branding affects customers’ purchasing intentions using the impression of stereotypical warmth as an intermediary variable.Based on experiment1,experiment 2 combined the color perception moderating variables to explore the moderating effect of brand picture color on gender-suggestive tourism brand and stereotype warmth perception,as well as the moderating effect of color on purchase intention and stereotype warmth perception.This study was conducted through literature review and empirical research,using SPSS 26.0 and SPSS Process software to analyze the data,and the conclusions reached confirmed the original hypothesis.(1)Feminine tourism brands have a more positive perception of warmth than masculine tourism brands.(2)Feminine tourism brands are more positively perceived as purchase intentions than masculine tourism brands.(3)Warmth perception plays a mediating role in the process of gender-implicit tourism brand purchase intentions.(4)When with the brand image color adjustment effect,feminine tourism brands have a more positive warmth perception than masculine tourism brands.(5)When the color of the brand image is pink,the warmth perception of feminine tourism brands is more positive than that of masculine tourism brands.(6)When the brand image color is blue,the warmth perception advantage of the feminine tourism brand is offset and the warmth perception of the masculine and feminine tourism brands is equally positive.(7)When with the brand image color adjustment effect,femininity tourism brands have a more positive purchase intention than masculinity tourism brands.(8)When the brand image background is pink,purchase intentions are more positive for femininity tourism brands than for masculinity tourism brands.(9)When the brand image color is blue,the perceived warmth advantage of feminine tourism brands is offset and purchase intentions are equally positive for masculine and feminine tourism brands.