A Study On Destination Brand Positioning Of Guizhou Qiandongnan Miao Village Culinary Tourism From The Perspective Of Personalization

As society moves towards a more refined development direction,tourists’ demands for travel experiences are constantly upgrading.It not only includes traditional visual,auditory,and tactile sensations but also taste experiences,thus giving rise to culinary tourism.Culinary tourism not only expands tourists’ multidimensional travel experiences but also brings great development opportunities to the local economy.However,it also faces many challenges,such as weak brand recognition,serious homogenization,low popularity,and uneven distribution of culinary tourism-themed resources.Guizhou,as a province with a concentration of ethnic minorities,has various culinary cultures in different regions.As an autonomous prefecture of the Miao ethnic group,Guizhou Qiandongnan has unique culinary culture resources of ethnic minorities but lacks personalized branding.Its homogenization problem is becoming increasingly serious,and ethnic minority culture has great potential in promoting the development of tourism destinations.Therefore,this study selected three typical Miao villages in Guizhou Qiandongnan: Xijiang Miao Village,Langde Miao Village,and Basha Miao Village as case study areas.Various methods,including network text analysis and questionnaire surveys,were employed to explore the brand personality of the three tourist destinations and validate the influence of each brand personality dimension on tourists’ revisit intention,recommendation intention,and satisfaction level,thereby conducting differentiated brand positioning.This study first combed through the vocabulary related to brand personality of the three tourist destinations to obtain the perceived personality of the destination brand.Based on the research findings of domestic and foreign scholars,the study summarized five brand personality dimensions and brand personality factor measurement items for the three tourist destinations and proposed hypotheses on the impact of the brand personality dimensions on tourists’ revisit intention,recommendation intention,and satisfaction level.These hypotheses were then validated through a questionnaire survey.The results are as follows:(1)Through network text analysis,the brand personality dimensions of the three Miao villages were identified as "competent," "exotic," "stimulating," "leisure," and "vitality."(2)The survey results showed that tourists’ revisit intention,recommendation intention,and satisfaction level were positively correlated with these five dimensions.(3)Exotic and leisure were the common brand features of Xijiang Miao Village,Basha Miao Village,and Langde Miao Village.Xijiang Miao Village mainly reflected "competent," "exotic," and "vitality," but lacked "stimulating." Basha Miao Village mainly reflected "stimulating" and "leisure," but lacked "vitality." Langde Miao Village mainly reflected "leisure" and "exotic," but lacked "competent" and "stimulating."Based on the aforementioned conclusions,this paper proposes strategies for the three tourist destinations as follows: First,maintain the brand personality dimensions of "exotic" and "leisure" by two specific means:(1)explore the cultural connotations of the brand,;(2)Keep the“Exotic” brand personalityand;(3)enhance the "leisure" brand personality dimension.Second,strengthen the different brand personality features.Xijiang Miao Village should maintain "vitality," strengthen "exotic," and cultivate "competent." Langde Miao Village should maintain "leisure," strengthen "exotic," and cultivate "vitality." Basha Miao Village should maintain "stimulating," strengthen "leisure," and cultivate "exotic."...