Abstract
Purpose The paper aims to study Macau’s brand and destination personality. The data are derived from 91 semi-structured interviews with visitors to Macau at points of departure such as the airport and ferry terminals. Macau is perceived as hospitable and friendly, but complexities and ambiguities exist as the city is a fusion of Western and Asian cultures and locates gaming with a Portuguese heritage. Indeed one informant described the city as an “old person with a young spirit”. Given this, the final discussion is concerned with the concepts of anthropomorphic attributes associated with destination personality when applied to a destination, whereas managerial implications are identified with reference to a need to overcome some deficiencies in a perceived coldness in interactions with industry personnel.
Highlights
Destination personality is regarded as a differentiation tool in place branding and marketing (Chen and Phou, 2013; Ekinci and Hosany, 2006; Usakli and Baloglu, 2011)
Previous empirical studies contributed to the literature by showing that brand personality scale (BPS) can be applicable to tourism destinations not all of the BPS dimensions are relevant to a destination (Ekinci and Hosany, 2006; Kaplan et al, 2010; Murphy et al, 2007a)
This study examines the relationship between place image and destination personality in the tourism through adopting a qualitative approach
Summary
Destination personality is regarded as a differentiation tool in place branding and marketing (Chen and Phou, 2013; Ekinci and Hosany, 2006; Usakli and Baloglu, 2011). It is akin to brand personality for creating an enduring and distinctive image (Plummer, 2000), creating symbolic value for consumers to express oneself (Belk, 1988; Dolich, 1969; Sirgy, 1982) and fostering a closer brand–consumer relationship (Fournier, 1998; King, 1970). Tourism researchers have long recognized the value and opportunity of anthropomorphic brand theory for destination marketing Pereira et al (2012), and the topic has attracted noticeable attention. Previous empirical studies contributed to the literature by showing that BPS can be applicable to tourism destinations not all of the BPS dimensions are relevant to a destination (Ekinci and Hosany, 2006; Kaplan et al, 2010; Murphy et al, 2007a).
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