Brand Positioning Differentiation of Ancient Villages in Southern Anhui Based on Brand Personality

doi:10.11885/j.issn.1674-5094.2020.07.20.04

Abstract

Abstract: Based on the theory of brand personality，we did a case study of the three representative ancient villages—Hongcun， Xidi and Longchuan in Southern Anhui province， using content analysis and comparative analysis to explore the similarities and differences of tourism brand personality among the three competing villages located in the same area， with similar tourist attractions. The results show that Hongcun's brand personality projection is more diversified， and Xidi and Longchuan's are more focused. A comparison between the projected brand personality and the perceived brand personality by referring to related researches reveals that the consistency degree of the three ancient villages' projected personality and perceived personality is different，with Hongcun of the highest consistency，and Longchuan the lowest. As the emphases on brand personality projection differ among the three villages， and the perception of brand personality diversified， we suggest the destination marketing be done according to positioning differentiation strategy.

Key words: ancient villages, tourist destination, projected brand personality, perceived brand personality, positioning differentiation

CLC Number:

F590

TANG Yunyun, PAN Lixin, WANG Qin'an. Brand Positioning Differentiation of Ancient Villages in Southern Anhui Based on Brand Personality[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2021, 23(1): 45-52.

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URL: http://journal15.magtechjournal.com/Jwk_xnsk/EN/10.11885/j.issn.1674-5094.2020.07.20.04

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