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The Brand Personality of Jinggangshan Mountain as a Tourist Destination
Pages: 204-208
Year: Issue:  7
Journal: Economic Geography

Keyword:  brand personalityred tourism destinationsJinggangshan Mountain;
Abstract: The brand personality research provides a fresh perspective on tourism destination brand image research.Based on a quantitative survey data set, this article explores the brand personality characteristics of the red tourism destination Jinggangshan Mountain, by using exploratory factor analysis and confirmatory factor analysis. The study shows that the red tourism destination Jinggangshan Mountain is different from the other tourist destinations, its brand personality includes five basic dimensions: rural and folk custom, red education, leisure, red cognition, picturesque scenery; and the five dimensions are interrelated and inseparable, which jointly build the Jinggangshan Mountain brand attributes. The study provides practical guidance and reference for the red tourism destination branding and brand positioning.
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