On the Brand Personality of Tourism Destination Based on Tourists’ Cognition —A Case of Chongqing Tourism Brand

The responses of tourists to tourism destination brand are based on the tourists’ cognition of destination brand personality. By shaping the brand personality, tourism destination prompt tourists to form unique, strong and valuable brand preferences, thus the tourism destination can stand out in the market competition. This study designs Chongqing tourism brand personality scale, through the investigation of the tourists(once and is) that come from 12 provinces in China, we send 980 questionnaires(560 network questionnaires, 420 paper questionnaires) to research the brand personality of Chongqing tourism. The result indicates that the characteristics of Chongqing tourism brand personality are “sincere, passion, brave, wisdom, and trust”. In which “sincere” is the most significant characteristic, followed by the “passion”, “brave”， “wisdom” and “trust”. The study conclusion is on certain level to make up for the vacancy of the research of Chongqing tourism brand personality, and put forward corresponding revelation and future research direction to the marketing practice and theoretical research of Chongqing tourism brand.