Title: Brand personality in cultural tourism and sustainable development by using big data analytics

Authors: Victor Chang; Xiaoqiong Li; Jingqi Zhang; Qianwen Xu; Raul Franco Valverde

Addresses: School of Computing, Engineering and Digital Technologies, Teesside University, Middlesbrough, UK ' International Business School Suzhou, Xi'an Jiaotong-Liverpool University, Suzhou, China ' School of Computing, Engineering and Digital Technologies, Teesside University, Middlesbrough, UK; International Business School Suzhou, Xi'an Jiaotong-Liverpool University, Suzhou, China ' School of Computing, Engineering and Digital Technologies, Teesside University, Middlesbrough, UK; International Business School Suzhou, Xi'an Jiaotong-Liverpool University, Suzhou, China ' John Molson School of Business, Concordia University, Canada

Abstract: The development of science and technology has entered the era of big data today. The method of big data has provided a new way of thinking and methods for analysing and solving problems in scientific projects. Many countries benefit from cultural tourism for economic development, but they are concerned about the sustainability of these cultural resources. The paper explores the opportunity of big data in cultural tourism and sustainable development as a tool that can help to understand the needs of tourists and their relationship to brand personality. Based on Rauschnabel et al.'s six university brand personality dimensions, this research aims to develop a model that could explain the brand personality that can support sustainable tourism by using questionnaires and statistical analysis. Data was collected through an online questionnaire survey with a convenience sample of 300 tourists in China. Results show that brand personality improves tourist satisfaction and tourism commitment. Meanwhile, tourist satisfaction is related to tourism commitment in terms of tourism affective commitment and tourism normative commitment. However, the constructs 'acceptable', 'productive', 'athletic' in Rauschnabel et al.'s university brand personality model are not suitable to describe tourism brand personality.

Keywords: brand personality; big data; cultural tourism; sustainable development; tourist satisfaction.

DOI: 10.1504/IJBSR.2022.119599

International Journal of Business and Systems Research, 2022 Vol.16 No.1, pp.125 - 139

Received: 10 Nov 2019
Accepted: 13 Apr 2020
Published online: 11 Dec 2021 *

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