【摘要】 品牌个性已成为目的地品牌建设的重要维度,但在当前的理论研究和营销实践中,大多只重视后天可塑性而忽视了其先天性特征。从旅游者感知角度出发,通过对游记的词频分析、资源禀赋—品牌个性联想实验和两个干扰性测试,验证了目的地品牌个性与资源禀赋之间的强关联性。基于目的地旅游资源的先天性,这种强关联性决定了目的地品牌个性具有先天性。在此基础上,提出了相应的目的地营销建议。更多还原

【Abstract】 Destination personality became an important dimension of brand construction.However,in the current theoretical research and marketing practice,it was only emphasized that destination personality could be acquired,while its congenital characteristics were usually ignored.From the perspective of tourists′perception,this paper verified a strong correlation between destination personality and tourism resources by the words frequency analyzing of travel notes,resource-imaging experiments and two interference testing.Since tourism resources were congenital,this strong correlation implied the destination personality was endowed with congenital traits,and made it different from brand personality of other products.Based on the findings,some implication for brand marketing of tourism destinations were given at the end.更多还原