Border tourism
Li Xuesong, Chen Xiuzhen, Guo Wanwan, Xu Qiuyun
As a key factor affecting national tourism image and international tourist decision-making, national tourism destination personality is of great significance for differentiated marketing targeting different tourists generating countries. In this paper, content analysis method is used to analyze the network videos of bloggers in three Southeast Asian countries, and grounded theory is used to analyze the interview content of international students in China and their relatives in these three countries, so as to explore the intensity, similarities and differences in the perception of China’s tourist destinations’ personality in different Southeast Asian countries. The results show that: the perception intensity of China’s tourist destination’s personality dimensions in Southeast Asian countries are ability, sincerity, charm, friendliness and chivalry in order; there are differences in the perception of personality dimensions of China tourist destinations among these countries. Among them, people in Vietnam and Myanmar generally have a positive perception, which is “friendly”, “charming”, “chivalrous” and “gentle”. The perception in Laos is relatively negative, and the perception dimension is “spontaneity” and “ego”. Therefore, it is suggested that China should strengthen cultural exchanges with Southeast Asian countries, distinguish people’s perceptual personality in different countries, further strengthen the positive personality perception, and adjust and optimize the publicity strategy for countries with negative personality perception.