Personality is a summation of stable mental and behavioral characteristics being from personal life and experience. 人格是一個人在個體生活和社會實踐中所形成的穩定的心理和行為特徵的總和。
Chapter 3 first analyses the psychologic model and behavior character of aesthetic judgment, then expounds the category of marketing esthetics. 第三章，首先分析了旅遊審美體驗的心理模式和行為特徵，然後對美學用於營銷學而產生的營銷美學理論進行了分析。
