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Development of the Brand Personality Scale for Red Tourism Destinations and an Empirical Study on Its Impact on Tourists’ Sense of Happiness
Wu Yuanyuan, Xia Dongqin, Fang Meichen, Wang Shanan
2025, 37 (6):
114-127.
Based on the brand personality theory, this paper develops a scale for the brand personality of red tourism destinations in China by using methods including literature review, in-depth interviews, focus group discussions, online text mining, and questionnaire surveys. The study explores the impact of different brand personality dimensions of red tourism on tourists’ sense of happiness and behavioral intentions, and examines the mediating role of tourists’ sense of happiness. The findings are as follows. (1) The brand personality of red tourism destinations in China consists of 20 indicators in total, belonging to five dimensions, namely “Relaxing,” “Wisdom and Righteousness,” “Benevolence and Harmony,” “Loyalty and Bravery,” and “Innovativeness.” (2) Tourists’ sense of happiness is categorized into hedonic happiness and eudaimonic happiness, and the impact of different brand personality dimensions on tourists’ sense of happiness varies. “Loyalty and Bravery” and “Wisdom and Righteousness” have a greater impact on tourists’ eudaimonic happiness, while “Relaxing,” “Benevolence and Harmony,” and “Innovation” have a greater impact on tourists’ hedonic happiness. Moreover, hedonic happiness has a greater positive influence on tourists’ behavioral intentions than eudaimonic happiness. (3) Hedonic happiness plays a complete mediating role in the impact of “Wisdom and Righteousness” and “Benevolence and Harmony” on behavioral intentions, while eudaimonic happiness plays a complete mediating role in the impact of “Wisdom and Righteousness” and “Loyalty and Bravery” on behavioral intentions. “Innovativeness” has a direct impact on tourists’ behavioral intentions, and tourists’ sense of happiness plays a partial mediating role in this relationship. This study enriches the theoretical exploration of red tourism from the perspective of brand personality, and deepens the understanding of the impact of different personality dimensions on tourists’ sense of happiness and behavioral intentions. It provides insights for the design, development, and operation of red tourism routes and scenic spots.
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