THE INFLUENCE MECHANISM OF DESTINATION BRAND PERSONALITY ON TOURISTS' BEHAVIORAL INTENTION: A CASE OF BEIJING
LI Chuang-xin1,2,3, GOU Wen-jing1,2, WU Fang1,2
1. School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China; 2. Research for Beijing Tourism Development, Beijing 100024, China; 3. School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China
Abstract：As one of the key factors to attract tourists to travel destinations, brand personality has always attracted great attention from scholars. Based on the self-regulating attitude theory and questionnaire survey data, this paper quantitatively analyzes the mechanism and path of the influence of destination brand personality on tourists' behavioral intention. The findings are as follows: 1) The hypothesis test results based on the self-regulating attitude theory verify the "evaluation-emotion-behavior" process of the influence of destination brand personality on tourists' behavioral intention. 2) Self-consistency, positive emotional experience and satisfaction build different mediating paths in the influence of destination brand personality on tourists' behavioral intention, and the process of "evaluation-emotion-behavior" is subdivided into "perceptionemotion" path and "value-attitude" path. This paper confirmed that destination brand personality can affect tourists' behavioral intention through positive emotional experience or perceived value. Thus it effectively expanded the application scenarios of the self-regulating attitude theory, while the research scope of the influence of destination brand personality is enriched.
李创新, 苟文静, 吴芳. 目的地品牌个性对游客行为意愿的影响机理研究——以北京为例[J]. 人文地理, 2024, 39(4): 137-147.
LI Chuang-xin, GOU Wen-jing, WU Fang. THE INFLUENCE MECHANISM OF DESTINATION BRAND PERSONALITY ON TOURISTS' BEHAVIORAL INTENTION: A CASE OF BEIJING. HUMAN GEOGRAPHY, 2024, 39(4): 137-147.
