The Brand Personality of Jinggangshan Mountain as a Tourist Destination
基于问卷调查数据，用因子分析探索红色旅游目的地井冈山的品牌个性，发现其包含乡村民俗、红色教育、休闲、红色认知和风景如画五个维度，为红色旅游品牌定位提供参考。
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.