|
|
|
| RESEARCH ON BRAND PERSONALITY AND BEHAVIOR INTENTION OF TOURISTSIN NATIONAL GEO-PARKS: A CASE STUDY OF CUIHUASHANNATIONAL GEO-PARK IN SHAANXI PROVINCE |
| LI Wei-wei, BAI Kai, ZHANG Chun-hui |
| School of Tourism and Environment, Shaanxi Normal University, Xi'an 710062, China |
|
|
|
|
Abstract 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.
|
|
Received: 11 July 2013
|
|
|
|
|
|
|
2014, Vol. 29 
