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《Resource Development & Market》 2017-05
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Study on Brand Personality of US National Park

ZHOU Chun-yan;Philip Wang;School of Geography and Tourism,Chongqing Normal University;School of Recreation,Park and Tourism Management,Kent State University;  
Based on the brand personality and self-congruity theory,taking US national parks as subjects,this paper studied the correlations between the brand personality and self-congruity and tourist behaviors,with the methods of focus groups and on-site questionnaire surveys. The results showed that the brand personality projected by US national parks was mainly unique,beautiful and charming,while the perceived brand personality was mainly outdoorsy,free and curious. In the independent sample t tests,it found that the different genders held different views towards the features of perceived brand personality,as"adventurous"and"independent". Psychocentric and allocentric tourists had cognitive differences in the features of projected brand personality as"mysterious,free,wild,unique,rough",in"curious",the feature of perceived brand personality. Chi-square tests showed that it was not true in tourism like "the wise enjoy the water,the benevolent enjoy the mountain. "The real and ideal identities were more accordant with perceived brand personality. The agreement of the two identities had significant correlations with tourist behaviors.
【Fund】: 国家社会科学基金项目“三峡库区乡村旅游扶贫绩效研究”(编号:16XJY017)
【CateGory Index】: F597.12
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【Citations】
Chinese Journal Full-text Database 10 Hits
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【Co-citations】
Chinese Journal Full-text Database 6 Hits
1 CHENG Jiaojiao;CHEN Zhigang;YUAN Chao;GAO Xinmei;School of Geography and Tourism,Shaanxi Normal University;School of Urban and Regional Science,East China Normal University;;A study on the relationship between life satisfaction and place identity of migrant tourism entrepreneurs:A case study of Lijiang ancient town[J];浙江大学学报(理学版);2018-05
2 Zhu Qianqian;Jin Bingxiong;Division of Academic Affairs and Research, Tourism College of Zhejiang;Tourism College of Zhejiang;;Analysis on the Factors Effecting Animation Festival Tourists' Intention of Revisit:Merging Theory of Planned Behavior and Festival Image[J];浙江社会科学;2018-08
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