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中文摘要：
借助国际上品牌个性特征测度的经典量表，并结合国内相关学者的已有研究成果，选取“农家乐”这一旅游休闲活动为研究对象进行实证研究，研究结果显示：“农家乐”旅游休闲品牌的个性维度和以往研究的“大五”维度有所不同，其品牌个性特征表现为实惠、喜悦、闲适、交互、健康和逃逸6大特征；该6项测度结果较好地解释了“农家乐”旅游休闲活动产品的品牌特性和“农家乐”旅游休闲活动的参与特点和呈现方式。
英文摘要：
With the classic scale measure of international brand personality, combined with research achievement from domestic scholars, this paper has an empirical study of the ＂Happy Farmhouse＂ tourism and leisure activities. The results show that personality dimensions of the ＂Happy Farmhouse＂ tourism and leisure brand differ from the previous ＂big five＂ dimensions. The brand personality presents six characteristics： benefits, joy, leisure, interaction, health and escape, which gives a better explanation of the brand identity of ＂Happy Farmhouse＂ tourism and leisure activities, leisure features and presentation of ＂Happy Farmhouse＂ activities.
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