基于内容分析法的华中地区主题公园品牌个性研究

Study of Central China Theme Park Brand Personality Based on Content Analysis

游客量直接影响主题公园的经济效益,鲜明独特的品牌个性是影响主题公园游客量的重要因素之一。采用Aaker品牌个性维度量表,运用内容分析法,根据主题公园的A级排名在华中地区选取5个主题公园,研究特定的时间段内其官网宣传内容所体现的品牌个性特征。研究结果显示:在5个品牌个性维度中"高雅"和"刺激"出现的频次最高,其次是"纯真"和"能力","粗犷"出现频次最低。从品牌个性特征所占比重来看,株洲方特欢乐世界更注重品牌个性特征的塑造。从官网宣传内容字数来看,清明上河园更注重宣传,但是从品牌个性特征所占比重来看,清明上河园的品牌个性特征并不明显。

Visitors directly affects the economic benefits of theme parks,unique brand personality is one of the important factors that affect theme park tourist flow. This study,based on Aaker dimension of brand personality scale,uses content analysis method and selects five theme parks according to their A level ranking in central China,to study their brand personality embodied in their publicity websites in specified time periods. The results show that： in the five brand personality dimensions ＂sophistication＂and ＂excitement＂are of the highest frequency,followed by ＂sincerity＂and ＂competence＂; ＂ruggedness＂is of the lowest frequency. From the perspective of rand personality traits accounted for,Fanta Wild Adventure in Zhuzhou lays more emphasis on building brand personality characteristics. From the number of words used in website publicity,Millennium City Park in Kaifeng lays more emphasis on publicity; from the perspective of brand personality traits accounted for,the brand personality characteristics of Millennium City Park are not significant.