国家地质公园品牌个性的构成及其对游客行为的影响研究还处于浅层次发展阶段。为此,本研究基于前期成果,采取"审视-批判-借鉴-验证"的研究思路,以陕西翠华山国家地质公园为实证调查地,探索国家地质公园品牌个性对游客行为意图的影响,为此本文两次构建结构方程模型,以期获得更为深入的研究结论研究。结果显示:①已有研究的国家地质公园品牌个性维度命名存在一定的偏差,通过纠正检验,得知国家地质公园品牌个性整体构成对游客行为意图存在正向显著影响;②国家地质公园品牌个性各维度对游客行为意图的影响具有明显的异质性特征,维度中景观呈现特征与审美体验特征对游客行为意图具有正向影响,而科学探究特征对游客行为意图影响不显著。

The research of national geo-park is a derivative of cross multidisciplinary, and the structure of its brand personality and the research of its influence to tourist behavior are in the position of primary stage. Undoubtedly, there is obvious dislocation between the core characteristics of national geo-park and consumer cognition, which is main problem in the progress of national geo-park' marketing. Therefore, based on the results of core references in the early period, this study took "review-critical-reference-verification" as the research idea to examine the influence of the brand personality of national geo-park on the intention of tourist behavior by taking national geo-park of Cuihua Mountain in Shaanxi province as empirical research case. The research method of this study is consisting of the factor analysis of SPSS and the confirmatory factor analysis of AMOS. The results indicate:①there was deviation in current researches on the name of dimensions to brand personality of national geo-park; ②the impact of each dimensions of brand personality on national geo-park to tourist behavior intention had obvious feature of heterogeneity. At the same time, both landscape appearance and aesthetic experience had positive effect on tourist behavior intention, and the dimension of aesthetic experience is the top one. However, the dimension of scientific inquiry had no obvious influence on tourist behavior intention.