Abstract
When tourists chose destinations, they usually select locations that satisfy the subjective criteria of their requirements. The purpose of this study was to delineate those criteria by analyzing the interrelationships among destination personality, image, and intent to recommend while examining the effects of gender, age, cultural background, and prior tourist experience. The data were collected from a major tourism destination in South Korea. A total of 316 usable surveys were analyzed using structural analysis. The results show that three of the four factors for destination personality significantly affected destination image. In turn, destination image influenced intent to recommend. Subsequent tests for metric invariances showed differences in the moderating role of cultural background, gender, age, and prior experience.
Highlights
Due to a steady increase in global tourism, today’s marketers are having to find cutting-edge ways to highlight their destination
While the traditional destination personality concept has been widely recognized, relatively few researchers have examined the relationships among destination personality, destination image, and intent to recommend with socio-demographic characteristics through a systematic framework
The study findings align with that of previous studies showing the essential role of destination personality in forming destination image [11,28,35]
Summary
Due to a steady increase in global tourism, today’s marketers are having to find cutting-edge ways to highlight their destination. Government officials and destination marketing organizations (DMOs) have to utilize strong branding initiatives to attract more visitors and investors [1]. These agencies and other advertising executives must create and distinguish the images of their destination against others to gain a competitive edge. Brand personality refers to a set of human characteristics that are attributed to that brand name [3] This created personality is something that consumers relate to and feel strongly about. Interchangeable functional descriptors are not going to differentiate a destination from others and, other methods must be utilized One of these methods is creating a destination personality. Destination personality is the tourism office’s branding of the destination utilizing human characteristics, whereas destination image is a person’s view of that destination
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
