Destination Pondicherry: An Assessment of Personality Perceptions

Abstract

Purpose: This study is intended to measure the destination personality of Pondicherry, as well as to compare how the perceived personality dimensions vary between the tourists who have visited Pondicherry and those who haven’t. Rationale: As destinations seek to become distinctive, destination personality is viewed as a viable metaphor for understanding tourists’ perceptions of places and for crafting a unique destination identity in their minds. Methodology: This study has used a mixed method to include qualitative and quantitative approaches. Surveys were conducted using an unstructured questionnaire employing free elicitation approach and a structured questionnaire, developed based on Aaker’s brand personality scale, which resulted in a total of 105 responses. An Exploratory factor analysis with Principal component analysis was performed to identify the major destination personality dimensions. Findings: This research unveils the personality of Pondicherry as a tourism destination. Quantitative approach using Factor analysis of the data reveals that the personality of Pondicherry can be expressed in terms of three factors namely Fantastic, Authentic and Realistic. Qualitative approach using free elicitation brought out three dimensions, namely, Peacefulness, Excitement and Culture. Practical implications: This study offers insights to destination marketers concerning the use of destination personality as an effective tool of differentiation and identifies the major symbolic attributes on which they can position their destination through marketing communication. Originality/Value: Investigation and application of brand personality are relatively new in the tourism literature. No study till date has assessed the personality of Pondicherry as a tourism destination. This study fills this gap by assessing the destination personality of Pondicherry using qualitative and quantitative approaches.