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

Victor Chang*, Xiaoqiong Li, Jingqi Zhang, Qianwen Xu, Raul Valverde

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)125-139
Number of pages15
JournalInternational Journal of Business and Systems Research
Issue number1
Early online date1 Dec 2021
Publication statusPublished - 2 Jan 2022

Bibliographical note

Funding Information:
This work is partly supported by VC Research (VCR 0000011).

Copyright © 2022 Inderscience Enterprises Ltd.


  • Big data
  • Brand personality
  • Cultural tourism
  • Sustainable development
  • Tourist satisfaction


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