A Study on Brand Personality of Coastal Tourism Destinations: Text Mining Approach

Abstract

As the core element of the brand, brand personality is closely related to the personality of tourists. Unique and distinctive brand personality has become an important means for tourism destinations to enhance their core competitiveness. Through text analysis, the content of the online review content of three coastal tourist destinations in Yalong Bay, Silver Beach, and Gulangyu Islet were analyzed. The brand personality of coastal tourist destinations was identified from the perspective of tourist perception, and the selected 3 coastal tourist destinations were identified by correspondence analysis. Comparative analysis on a case-by-case basis.The research results show that the brand personality of coastal tourism destinations perceived by tourists is mainly concentrated in the two dimensions of “elegance” and “benevolence”, but different coastal tourism destinations have their own distinct and unique brand personalities. On this basis, directional suggestions for the development of brand personality in coastal tourism destinations are given.