旅游目的地间的竞争空前激烈,实施品牌个性化战略可凸显自身特色,在目的地与旅游者之间建立情感联系,使游客更容易辨识和选择,从而获取竞争优势。探究红色旅游目的地品牌个性的具体构面和组成,找到和比较红色旅游目的地品牌的共性和差异,有利于指导红色旅游目的地的营销和管理。采用问卷工具,经过试调研和正式调研,采用因子分析探索出红色旅游目的地品牌个性的维度,采用独立样本T检验、均值比较和回归方法进行比较分析,得到结论:第一,红色旅游目的地品牌个性的三个构面,分别是“乐”“智”和“仁”;第二,红色旅游目的地共同特征表现为“仁”>“智”>“乐”;第三,旅游者在不同红色旅游目的地感知的“乐”构面无显著差异,对“仁”和“智”两方面的感知存在差异,均能获得正面的启迪和收获;第四,“智”对行为变量的作用最显著,“仁”居其次,“乐”对行为变量无明显作用。中国人尤为追求真善美的境界,红色旅游目的地能引起共鸣,这是红色旅游目的地区别于其他类型目的地的重要特征,红色旅游目的地管理方需要重点培育“仁”和“智”的个性,如鼓励当地居民和工作人员保持务实、纯朴和友善的作风,展示目的地的深厚底蕴和革命历史事件中的艰苦奋斗精神,突显目的地管理工作的专业,利用先进的科技手段充分再现革命历史事件等,提高游客满意度,增强游客的推荐意愿和重游意愿。 The competition among destinations is an unprecedented fierce competition. The implementation of brand personalization strategy can highlight its own characteristics and establish an emotional connection between the destination and tourists, making it easier for tourists to identify and choose to gain competitive advantage. Explore the specific structure and composition of the brand personality of red tourism destination to find and compare the commonalities and differences of red tourism destination brand is conducive to guiding the marketing and management of red tourism destination. Using the questionnaire tools, through trial research and formal investigation, factor analysis was used to explore the dimensions of the brand identity of the red tourism destination. The independent sample T test, mean comparison and regression were used to make a comparative analysis. The conclusions were drawn as follows: Firstly, the red tourist destination The three dimensions of brand personality are “music”, “wisdom” and “benevolence” respectively. Secondly, the common characteristics of the red tourism destination are as follows: “Le ”; Third, there is no significant difference in the perception of “Le ” in different red tourism destinations, and there is a difference in perception between “Ren ” and “Chi Fourthly, ”Chi“ has the most significant effect on behavioral variables, ”Ren“ ranks second, ”Music“ has no significant effect on behavioral variables. In particular, the Chinese pursue the realm of truth, goodness and beauty, and the red tourism destinations can resonate. This is an important feature that differentiates red tourism destinations from other types of destinations. Red tourism destination managers need to focus on cultivating ”Ren“ and ”Wisdom“ ”Personality, such as to encourage local residents and staff to maintain a pragmatic, simple and friendly style, showing the profound heritage of the destination and the hard work in revolutionary historical events, highlighting the professional management of destination, the use of advanced scientific and technological means Fully reproduce the revolutionary historical events and so on, improve tourist satisfaction and enhance tourists’ willingness to visit and repeat their wishes.