DOI: 10.36347/sjebm.2018.v05i12.012

Pages: 1172-1179

With the fierce promotion of the construction of theme parks in China, the industry competition has been intensely and upgraded from the product level to the brand level. However, the research of theme park brand has not yet attracted enough attention. Based on literature review, this paper constructs a relationship model between theme park brand personality, tourist self-congruity and tourist satisfaction, collects sample data in Guangzhou Chimelong Paradise and uses Mplus7.4 for analysis. The results show that: (1) the theme park brand personality has a significant positive impact on the tourist satisfaction; (2) the tourist self-congruity has a positive impact on the tourist satisfaction in the theme park experience too; (3) the tourist self-congruity plays a partial mediation effect between theme park brand personality and tourist satisfaction. The research conclusions are intended to provide references for the theme park brand management work.