Destination Brand Personality Research Articles

Destination brand personality self-congruity and crime perceptions: Effects on travel intentions

Destination brand personality self-congruity and crime perceptions: Effects on travel intentions

Exploring the relationship between tourists’ emotional experience, destination personality perception, satisfaction and behavioral intentions

The relationship between tourists? emotional experience and perception of destination brand personality, has not been empirically explored before. Moreover, there is a literature gap in understanding how emotional experience, destination personality, destination satisfaction, and behavioral intentions, interact together in one model. Based on this, the principal aim of this study is to analyze how tourists? emotional experience affects the perception of destination personality traits, as well as how these two constructs relate to tourists? satisfaction and behavioral intentions. In order to explore this, the survey was conducted on a sample of 203 domestic and international tourists, who have visited the city of Novi Sad, while Structural Equation Modeling (SEM) was applied to test the hypothesized model. The results confirmed the positive role of emotional experience in shaping destination personality and destination satisfaction. Destination satisfaction and certain personality traits positively predicted behavioral intentions. Theoretical and managerial implications are discussed in the paper.

The role of self-congruity in the relationship between destination brand personality and revisit intention

The purpose of this study was to explore and analyze the direct influence of destination brand personality and the intermediary effect of self-congruity on the influence of destination brand personality on revisit intentions by including gender and emotional experience as moderator variables. This research were using a quantitative approach with an explanatory survey method. In this research, we used a questionnaire as a data collection tool while determining the sample. It also used a non-probability sampling technique to obtain 100 visitors to the Sukahaji Waterboom Tourism Destination. It used Conditional Process Analysis (CPA) with the Regression approach and used Software Macro Process by Hayes as the data analysis technique. The goals of this paperindicate that destination brand personality has no direct effect on revisit intention. It shows that the effect of destination brand personality on revisit intention is transmitted by self-congruity. The results of the subsequent analysis show that emotional experience and gender do not moderate the effect of destination brand personality and self-congruity on revisit intention.

How does the cross-cultural view shape the destination brand personality and brand image? Evidence from the travelers

ABSTRACT This study aims to (a) reveal the relationships between the destination brand personality (DBP), destination brand image (DBI), satisfaction, and post-experience behaviors (PEBs), (b) unveil divergences by nationality in terms of DBP, (c) analyze the mediating role of destination satisfaction on the post-experience behaviors (PEBs), and (d) evaluate the moderated mediation by nationality in the structural model. The quantitative method was adopted, and the data was collected from a sample of 1688 British, Russian, German, and Turkish tourists who visited Antalya destination of Turkey. The findings reveal that DBP has four dimensions: excitement, sincerity, androgyny, and competence. The dimensions of DBP play a significant role in building DBI. Path analysis results indicate that tourists’ positive perception of DBP influences DBI and satisfaction. It has been found that the PEBs are highly predicted by the positive perception of DBI through satisfaction. The results reveal that the relationship between satisfaction with DBI and DBP is positively moderated by nationality as an indicator of culture. The moderated mediation effect is stronger for British and German tourists than Turkish and Russians.

Discovering the relevance of the personality of the destination brand - a literature review

Brand personality is highly significant for creating brand loyalty to withstand pressure in the highly competitive environment. Due to the cosmopolitanism and affordable traveling, people have become jaded and hard to surprise, thus, cities’ authorities must create smart destination brand personalities to attract more visitors. The aim of this paper is to gather the most popular city branding tools, trends and similarities through bibliometric study and present a broad view of the researches that have been conducted regarding destination brand personality. As a methodology, it uses a qualitative analysis which was made by exploring a scientific database. A common ground for all previous research on the topic tends to be the 5 Aaker’s Brand Personality Scale dimensions (1997) or extended to the 6 dimensions scale used in the most recent studies. The limitations of the research can indicate that there are still gaps in the literature connected to this topic, and the paper includes suggestions to fill them in. Most of the studies had focused on tourists’ perspective, and do not take residents’ views into consideration. As main results, we found that, research shows that young residents should be more involved into the destination’s branding process. Also, social media platforms as a marketing tool for promoting cities and gathering feedback from locals and tourists are understudied.

Revisit the formation of destination brand personality

An event-related-potential technique and the S1(cue)-S2(target) paradigm was developed to explore the effect of the onsite experience on tourists' formation and extension of destination brand personality. 18 potential visitors and 16 actual visitors were selected to complete the experiment, while their response time and N400 event-related-potential component was recorded. Neurocognitive results showed potential and actual tourists induced different response time and N400 latency patterns when identifying three types of destination personality words (weakly associated, original and extended personalities words), reflecting the effect of onsite experience on destination brand personality. These findings proved the reliability and validity of the event-related potential in the research of destination personality and demonstrated the vital role of onsite experience in destination personality.

유네스코 세계유산과 제주의 브랜드 개성으로부터의 제주의 브랜드 가치측정: 관광목적지 브랜드 개성, 브랜드 적합성, 브랜드 가치의 관계성을 중심으로

Within the brand extension perspective, this study aims to examine how the destination brand personality of Jeju Island and UNESCO World Heritage Sites can influence the destination brand value employing the perceived brand fit concept. This study measured eight dimensions of brand personalities of Jeju Island and UNESCO World Heritage Site, and four dimensions of brand equity to measure the brand value of Jeju Island. Based on the previous research on brand equity, the components of brand equity were divided into (1) brand equity and (2) brand loyalty. The survey was conducted on tourists from the West which in this study justified being a new potential target market of Jeju Island. The findings of this study showed that ‘sophisticate’ and ‘peacefulness’ of personality fit difference between the Jeju Island and UNESCO World Heritage Sites personality have a positive relationship to the overall perceived brand fit, while ‘uniqueness’ has a negative relationship. Furthermore, the overall perceived brand fit was found to have a significant relationship with all brand equity components and only brand awareness and brand image have a significant relationship with brand loyalty.

Symmetric and asymmetric analysis of tourist behavioral intention's antecedents

This paper aims to test the effect of structural relations between memorable tourism experience, destination brand personality, destination place attachment and tourist satisfaction on tourist behavioral intention within a theoretical model. Two different methods were applied for research purposes. First, structural equation modeling was used to analyze linear effects and relationships. Afterwards, as part of asymmetric analysis, fsQCA was used to reveal sufficient and necessary configurations to predict tourist behavioral intention. The results indicate that tourists’ future intentions can be predicted by both symmetric and asymmetric models. Linear analysis demonstrated that memorable tourism experience has positive effects on brand personality, attachment, satisfaction and consequently on intention of tourists. Thereafter, asymmetric analysis revealed that satisfaction was necessary for intention, whereas memorable tourism experience, attachment and brand personality were sufficient for intention. While fsQCA provides a supplementary perspective to the structural model, results indicate mediating relationships and configurational variations of research variables.

Geotourism Destinations Online Branding Co-Creation

The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be a passive element of any tourism form or active nature tourism. However, its potential is relatively unexplored in terms of online branding. For this reason, the present study analyzes online brand image co-creation, using 300 websites related to three unique volcanic tourism destinations—Iceland, the Azores, and the Canary Islands. Three different types of sources (destination marketing organizations, commercial, and editorial websites) created these contents. The results demonstrate significant differences between the communication of the three destinations, with Iceland, where there is less aligned communication, most valuing geo elements in their communication, and the Azores, where all stakeholders communicate similar brand personality traits, displaying more aligned communication regarding brand personality. In the Canary Islands geotourism is less explored as a destination offer and is consequently less communicated. Acknowledging the different brand positioning and the parity and differentiation points among destinations with the same baseline offer—volcanic tourism—can be helpful for destination brand managers to reignite tourism and promote a unique tourism experience.

The Effects of Destination Brand Personality on Chinese tourists' Revisit Intention to Glasgow: An Examination across Gender

The aim of this research is to examine the mediating effects of self-congruity between destination brand personality, to revisit intention and heed the moderating effects of gender between self-congruity. Therefore, data were collected through a survey from 226 Chinese outbound tourists in Glasgow city, United Kingdom and was analyzed to provide evidence. Based on the results, the analysis of partial least squares structural equation modeling (PLS-SEM) using the Smart PLS 3.0 program indicated that self-congruity was mediated partially through destination brand personality and revisit intention. In tourism destination, Aaker five dimension of brand personality model was particularly adapted into practice. However, the model failed to perform an actual self-congruity to mediate all five dimensions (i.e., sincerity, excitement, competence, excitement, sophistication and ruggedness) of destination brand personality and revisit intention. The results revealed that the ideal self-congruity is a mediating effect between destination brand personality (i.e., sincerity and excitement) and revisit intention. Moreover, this study also reported that the moderating role of gender has no effects on self-congruity and revisit intention. No difference was observed between female and male Chinese tourists who rely more on destination brand personality over self-congruity when the impact of symbolic destination brand benefits on their intention to revisit Glasgow was considered. Findings further offer specific implications for both theoretical insight and marketing practice in context of tourism destinations in Glasgow.

Destination Brand Personality and Brand Experience in the Tourism Management of a Mid-Sized City

Destination Brand Personality and Brand Experience in the Tourism Management of a Mid-Sized City

The role of functional associations in building destination brand personality: When official websites do the talking

Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image.

컨벤션 개최지 브랜드 개성이 자아일체감과 브랜드 태도에 미치는 영향 –개인주의와 집단주의 문화차이를 중심으로

컨벤션 개최지 브랜드 개성이 자아일체감과 브랜드 태도에 미치는 영향 –개인주의와 집단주의 문화차이를 중심으로

Linking Destination Brand Personality, Self-congruity and Tourist Behaviour: A Local Spa resort case study

This study was designed to explore the relationship between destination brand personality, self-congruity and the behavioral intentions of tourists at a local spa resort. The findings indicate that domestic tourists (N=232) of the spa resort attribute personal characteristics to the destination, and the brand personality of this resort is a combination of five dimensions which positively correlate with the tourists’ intentions to return to and recommend the location. The results of the study also confirm that the self-congruity theory can be applied to a spa destination, as positive relationships between all four self-congruity dimensions and intentions to recommend were found. However, our research reveals that there is negative though insignificant correlation between social self-congruity and intention to return.

The role of destination personality fit in destination branding: Antecedents and outcomes

AbstractDrawing from fit research in strategic management, this study develops and investigates a model predicting destination attitude and (re)visit intention. The study introduces the concept of destination personality fit on the basis of how well consumer perceptions of a tourist destination's brand personality fits that of what the destination brand manager wishes to convey. A model incorporating destination advertising awareness as an antecedent of destination personality and consumer‐manager destination personality fit is tested on international consumers with the destination personality of Switzerland as the study setting. Structural equation modeling results reveal that destination advertising awareness does indeed relate positively to both stronger perceived destination personality and destination personality fit in consumers’ minds. Interestingly, the subsequent destination personality–destination attitude relationship is moderated by consumer–manager destination personality fit in such a way that the link grows stronger in cases where fit is high. The results have important implications for destination brand managers in that they reinforce the importance of strong and distinct destination personalities. The findings also show the importance of actively communicating the destination brand to consumers since the positive outcomes of a strong destination personality increase in magnitude when successfully communicated, and the vision of the destination brand manager has been adopted by the consumer.

컨벤션 개최지 브랜드 개성이 자아일치감과 행동의도에 미치는 영향 - 자아일치감의 매개효과를 중심으로 -

컨벤션 개최지 브랜드 개성이 자아일치감과 행동의도에 미치는 영향 - 자아일치감의 매개효과를 중심으로 -

Destination brand personality and destination brand attachment – the involvement of self-congruence

ABSTRACTDrawn upon the brand attachment theory, this study examines the role of destination brand personality (DBP) and self-congruence in developing destination brand attachment (DBA) from the perspective of tourists. In particular, the study investigates whether DBP tends to match tourists’ ideal self or conforms more to the actual self during the DBA development process. The conceptual model is empirically tested with a sample of Chinese independent tourists in Yangshuo, China, a popular destination for this market segment. In addition to identifying the four DBP dimensions relevant to Yangshuo, the most important findings of this study rest on the mediating role of self-congruence between DBP and DBA. These findings suggest that congruence between the actual self and the DBP dimensions of Excitement and Charming contribute to the development of DBA, while the ideal self-congruence does not.

How Potential UK Tourists Perceived South Korea as a Tourism Destination Brand

Recently, tourists often consider travel destinations to be ‘brands’, which has a significant effect on their future destination choices. Indeed, famous destinations already have a personality that is more or less embedded in the minds of consumers. For this reason, destination marketing organizations have begun embracing various branding techniques that were previously only utilized for product brands. In this context, the paper strived to ascertain the destination brand personality with South Korea in mind. The paper employed a survey research method with both quantitative and qualitative aspects among UK respondents in order to measure the brand personality of South Korea as a tourism destination. The findings reveal ‘competence’ and ‘excitement’ were the two dominant personality dimensions that participants perceived with regard to South Korea as a travel destination. Moreover, analyzed unstructured questions identified the influential factors determinants on the overall image of South Korea's destination brand, and provided useful branding insights by showing low brand awareness and lack of information in the UK as well as associated negative perceptions, such as ‘dangerous’, ‘threatened’, ‘undeveloped’, which can hinder building a favorable and strong destination brand.

How the West Sees Jeju: an analysis of westerners’ perception of Jeju’s personality as a destination

This paper investigates how western visitors perceive Jeju island, South Korea, through an analysis of brand personality traits scraped from online travel blogs from 2000 to 2016. Text data were aggregated, culled and categorized according to Aaker’s five-dimensional brand personality framework. Seasonal, regional, gender and temporal categories were established based on available open source information and the data were cross checked through chi-square tests to determine if linkages exist between brand personality and the four aforementioned categories. Finally, a correspondence analysis was used to draw conclusions and describe trends apparent in the data. Jeju is highly perceived as an exciting and sincere destination but lowly perceived as a competent and sophisticated destination by western tourists. The paper contributes to the growing literature base on destination brand personality and includes a unique analytical approach to target specific visitor demographic perceptions through self-reported experiences.

Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination

Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination