自改革开放以来，中国旅游业的高速发展使得国内游客的旅游需求日渐多样 化，而旅游形式也从简单的“观光游”向复合型的“旅游＋各类深度体验”的形 式转变。旅游发展的深层次走向，大众旅游者在旅游全过程中的需求日益多元化， 传统形式的游览和单一化的旅游消费已很难达到游者的期待和满意。近年来，深 圳福田广场灯光秀单日吸引25万的人流量，故宫“紫禁城上元之夜”一票难求 等都展现了大众对于夜间旅游产品的宠爱。随之而来的夜游带动旅游目的地夜经 济发展的案例也是屡见不鲜，深圳中心区灯光秀的热火，也使得深圳的独特区位 优势和大湾区中心城市的功能定位在作为旅游目的地的优势逐渐显露出来。 本文通过对深圳市潜在旅游者的感知调查，尝试探索历史很短但名气很大的 “深圳”，它的城市品牌形象和个性的游客感知差异有哪些？它的城市品牌个性 的指标是如何提炼的？它的品牌个性维度感知结构体系又是如何形成的？它在 潜在旅游者自我一致性和行为意向的关系中又是扮演着什么样的角色？ 因此，根据上述问题的提出，本文以品牌个性、自我一致性及认知-情感三 大理论为研究依据，以深圳市中心区灯光秀为研究对象，应用网络文本分析、实 地调研考察、焦点小组访谈和问卷调查等多种调研方法，力图找到不同类别群体 游客之间由于夜间灯光秀观看前后的情感差异而引起感知差异，并通过对回收的 数据样本运用SPSS和Amos软件进行数理统计分析，探索出城市品牌个性的结 构体系和结构模型的变量关系。研究发现： （1）深圳市城市品牌个性的感知结构体系由创新因子、实干因子和纯真因 子三个维度及17个个性词汇指标构成； （2）受访者在看过灯光秀后，对深圳市的城市形象感知评价中的生态、经 济、文化、居民、城市形象推广和城市整体形象七方面均有提高；对深圳市城市 品牌个性的感知评价中，积极的品牌个性词汇的评价分值升高，而消极的品牌个 性词汇的评价分值都有一定幅度的下降； （3）由于受访者人口特征和行为特征的不同，都会引起城市品牌个性和自 我一致性中的部分题项产生显著差异；如“早鸟”和“夜猫子”存在差异性行为 II 偏好，以及潜在旅游者归属地的不同都会引起自我一致性产生显著的感知差异； （4）对研究中构建的概念模型及关系进行假设验证，得到深圳市城市品牌 个性会对自我一致性产生显著的正向影响，自我一致性会对潜在旅游者的行为意 向产生显著影响，自我一致性在纯真因子影响行为意向的机制中起部分中介作用。 基于以上的研究结论，在结尾对于如何设计优质的城市夜间灯光秀类型产品，以 及针对如何打造独特的深圳市城市品牌个性提出了相关对策。 一座城市品牌个性的外在呈现是游客进行目的地选择时至关重要的参考条 件之一，而深圳市也通过夜间灯光秀的良好契机迎来了城市夜间旅游的效益乘数 效应。坐拥双区战略的资源优势背景下，中心区灯光秀也将作为展示国内经济水 平和旅游形象国际化的媒介窗口，因此，深圳市也更需重视城市形象与品牌个性 的打造，优良的城市形象可反哺粤港澳大湾区的“宜居宜业宜游”的发展蓝图， 独特的城市品牌个性也可展现深圳市作为世界级旅游目的地城市的卓越水平。 关键词：夜间旅游；灯光秀；城市形象；品牌个性；自我一致性；行为意向； III ABSTRACT Since the reform and opening up, the rapid development of China's tourism industry has increasingly diversified the needs of domestic tourists, and the form of tourism has changed from simple form of "sightseeing tour" to a complex form of "tourism + various in-depth experience". The deeper trend of tourism development has made the needs of mass tourists increasingly diversified in the whole process of tourism, and the traditional tourism mode and the single tourism consumption level unable to meet the expectations and satisfaction of tourists. In recent years, Shenzhen Futian night light show has attracted more than 250,000 people in a single day, and the "Shangyuan night in the Forbidden City" shows the public's love for night tourism products. It is also common to see the case that the nighttime tourism drives the development of night economy of tourist destination. The popularity of the night light show in the central area has also made the unique location advantage of Shenzhen and the function positioning of the central city of the greater bay area as a tourist destination gradually emerge. Based on the survey of potential tourists of Shenzhen, this paper attempts to explore why "Shenzhen" with a short history but has a great reputation. What are the differences in the perception of the city's brand image and brand personality? How are the indicators of its brand personality refined? How does its brand personality dimension perception structure system come into being? What role does it play in the relationship between potential tourists’ self- congruity and behavioral intentions? Therefore, according to the above questions, this article takes three theories as the research basis, takes the night light show in the central area of Shenzhen as the research object, has adopted web content analysis, field surveys, the focus group interviews, and questionnaire survey and other research methods, trying to find the difference in perception between different categories of tourists due to the emotional difference, and through the statistical analysis of the data samples to explore the brand personality structure system. The research found that: IV (1) The perception structure system of urban brand personality in Shenzhen is composed of 17 indicators from the following three dimensions, innovation factor, practical factor and innocence factor. (2) After watching the night light show, the interviewee has improved the ecology, economy, culture, residents, city image promotion and the overall image of the city in the perception evaluation; In the perceptive evaluation of Shenzhen city brand personality, the score of positive brand personality words increased, while the score of negative brand personality words decreased to a certain extent. (3) Due to the differences in demographic and behavioral characteristics of the interviewees, some items in brand personality and self-congruity have significant differences. For example, "morning larks" and "night owls" have different behavioral preferences, and the difference of where the tourists belong caused a significant difference in self- congruity. (4) Perform hypothesis testing on the conceptual models and relationships constructed in the study, and Shenzhen’s city brand personality can be significantly positive impact on self-congruity, self-congruity will significantly influence on potential tourists' behavioral intention, self-congruity plays a partial intermediary role in the mechanism of innocence factor affect behavioral intention. Based on the above research conclusions, this paper puts forward relevant countermeasures and suggestions on how to create high-quality urban night light show products and how to create unique urban brand personality of Shenzhen. The external presentation of a city's brand personality is one of the most important reference conditions for tourists to choose a destination, and Shenzhen has also ushered in the multiplier effect of the city’s night tourism through the good opportunity of the night light show. In the context of the resource advantages of the dual-zone strategy, the central area light show will also serve as a medium window to display the domestic economic level and internationalization of the tourism image. Therefore, Shenzhen also needs to pay more attention to the creation of city image and brand personality. A good city image can feed back the development blueprint of "Livable, Industry, and Tourism" in the Great Bay Area. The unique city brand personality can also demonstrate V Shenzhen's excellence as a world-class tourist destination city. Keywords: Night Tourism; Night Light show; City Image; Brand personality; Self-congruity ; Behavioral intention; VI 目录 摘要 ........................................................................................................................................................................... I ABSTRACT ..........................................................................................................................................................III 表目录 .................................................................................................................................................................. VII 图目录 .............................