Abstract
This research takes Sanya City, Hainan Province, China as the research object, and explores the relationship between tourists’ satisfaction with city brand personality and revisit intention from the perspective of Chinese tourists. At the same time, it is necessary to analyze whether trust can play a role as a moderating attribute between satisfaction and revisit intention.<BR> This article uses factor analysis, confidence analysis, correlation analysis, multiple regression analysis and other methods to collect data from 322 Chinese tourists. The analysis results show that while city brand personality and satisfaction have a positive effect, city brand personality satisfaction also has a positive effect on the city’s revisit intention. And also trust has a positive effect on the relationship between satisfaction and revisit intention. Based on the above results, we understand tourists’ awareness of city brands, and point out the direction to improve domestic and foreign tourists’ satisfaction and revisit intention in the future. At the same time, it provides a theoretical basis for improving the influence and quality of urban tourism brands and establishing a better urban brand marketing strategy.
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