부산대학교 도서관

The purpose of this study is to grasp comparative characteristics of brand personality of China convention destinations such as Beijing, Shanghai, Hangzhou, and Chengdu. Data was collected in Beijing, Shanghai, Hangzhou and Chengdu. Through the surveying, 407 survey results were received(129 from Beijing, 108 from Shanghai, 85 from Hangzhou, and 85 from Chengdu). The study revealed significant differences among the four cities in all dimensions of Convention Destination Brand Personality. The 'Sincere' dimension was highest perceived in Beijing, the 'affluent,' 'unique,' 'sophisticate' and 'attractive' dimensions were highest in Shanghai, the 'beautiful' dimension was highest in Hangzhou, and the 'serious,' 'kind' and 'interesting' were highest in Chengdu. In every size of CDBPS, Shanghai's brand personality was evaluated as the highest mean value. Based on these results, it is expected that convention destinations can adjust the publicity and development strategies according to the advantages and disadvantages of the brand personalit