中文摘要：

目的地品牌个性是目的地品牌化建设的关键要素，能为目的地打造独一无二的身份识别。为了探讨旅游广告干预对目的地品牌个性的影响，采用2×2因素对照组前后测被试问设计。结果表明，旅游广告干预会对受众的目的地品牌个性感知产生很大程度的影响；高渗透旅游广告相比较低渗透广告能使受众对目的地品牌个性产生更清晰的感知；寻求和逃避两种不同的旅游广告诉求对受众目的地品牌个性具体维度的感知产生不同的影响；旅游广告的渗透程度和诉求方式对受众目的地品牌个性具体维度的感知产生交互影响。在此基础上，对研究结论进行讨论并提出了相关营销建议。

英文摘要：

Brand personality（BP） was often presented as a key component for building destination brands and crafting a unique identity for tour- ism places. This paper aimed to examine how tourism advertising influences tourists＇ BP perception. A pretest- posttest design was used for both ex- perimental group and control group. A 2 ~ 2 factorial between - subjects design was implemented within the experimental groups. The results showed ： A significant impact on tourists＇ BP perception was made by the advertising intervention. Higher explicit formation of BP would be more driven by the high penetrating advertising than by the low penetrating advertising. Seeking appeal advertising or escaping appeal advertising drove perception of dif- ferent dimensions of BP differently. There was an interaction on the perception of some certain dimension of BP between the advertising penetrating de- gree and the mode of advertising appeal. Some practical suggestions were also provided.