Destination Personality Research Articles

MARMARİS İN DESTİNASYON KİŞİLİĞİNİ BELİRLEMEYE YÖNELİK BİR ARAŞTIRMA

In this research it is aimed to expose the destination personality of Marmaris. The sampling group the the research is consisted of the tourists who visited Marmaris between June and August 2014. The data collecting method of the research is Aaker ‘s (1997) questionairre which he developed in order to measure brand personality and the data was collected from 385 tourists in total. The descriptional methods such as percentage, frequency, mean and the statistical method such as the reliability test and factor analysis were used in order to analyze the data. The destination personality of Marmaris was designated as four dimentions at the end of the research. These dimentions are competence, sincerity, excitement and ruggedness. The highest dimention of the destination personality belongs to “sincerity” and “excitement” dimentions. In other words the foreign tourists who came to Marmaris described Marmaris as cheerful, friendly, spirited, cool and young as a personality.

Destination personality, self-congruity, and tourist behavioural intentions: an application of theories to the city of rome

Nel settore del turismo, la concorrenza tra le diverse destinazioni sta diventando sempre piu intensa. Questo studio si pone due distinti obiettivi di ricerca. Primo, indagare la personalita di un luogo - la citta di Roma - individuando caratteristiche e dimensioni alla base di questa. Secondo, esaminare le relazioni tra i seguenti concetti: destination personality, self-congruity e tourist behavioural intentions. I dati sono stati raccolti tramite questionari auto-somministrati. Un totale di 439 visitatori nazionali e internazionali della citta di Roma ha partecipato all’indagine. Al fine di verificare le domande e le ipotesi della ricerca sono state condotte: analisi fattoriali esplorativa, correlazioni di Pearson, analisi fattoriali confermative e modelli di equazioni strutturali. I risultati indicano che i turisti attribuiscono una personalita luoghi. Inoltre, lo studio verifica la relazione tra self-congruity e tourist behavioural intentions.

Destination Personality: Scale Development And Validation

The main objective of this research was to develop a scale for measuring destination personality of India. A list of human personality traits was generated from previous personality scales, and in-depth interviews were conducted among foreigners visiting India. A two-phase study was conducted to reduce the personality traits and to identify the underlying factor structure. The results indicate that destination personality of India is a multidimensional construct composed of six main dimensions: courteousness, vibrancy, conformity, liveliness, viciousness, and tranquility. In the first phase, a survey was conducted among a sample of 177 foreigners. In the second phase, a sample of 152 foreigners was collected to further refine the scale. A reduced scale with 23 items having the same psychometric properties and stability as the full 35-item scale was proposed. The article discusses the marketing applications of the scale for positioning destinations and estimating the relative impact of the personality dimensions on attitudes toward product-destination attitudes, and travel-destination attitude, and overall destination attitude.

Destination Brand and Travel Behavior: Testing the Effects of Destination Image and Destination Personality

Despite such important role of destination brand in predicting tourists‟ behavior, much ambiguity exists in understanding the causal relationships among the components of destination brand and their effects on tourists‟ behavior. This study was undertaken to examine the direct and indirect effects of destination image and destination personality on behavioral intentions. Four structural models were testes on a sample of 300 international tourists using structural equations modeling (SEM). After testing the dimensionality, validity and reliability using confirmatory factor (CFA) analysis, SEM‟s results revealed that while cognitive image and destination personality have direct positive effects on both purchase intentions and word-of-mouth intentions, there is no evidence supported the effects of affective image on behavior intentions. The best model that describe the relation between destination brand and travel behavior was validated when destination personality play a mediating role between destination image and behavioral intentions. Oman‟s destination planners and marketers should strive to create a positive experience for tourists.

Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior

ABSTRACTThe study examines Jamaica’s destination image and brand personality, and how they relate to future tourist behavior. An integrative model of tourist behavior, involving destination image (cognitive, affective, and overall), destination personality, and behavioral outcomes was developed and tested for first-time and repeat visitors separately. In additon, qualitative questions about destination images and characteristics were used to reveal Jamaica’s specific brand image and personality characteristics. The study found varying influences of cognitive image, affective image, and destination personality on global image and behavioral intentions for first-time and repeat visitors. The qualitative responses revolved around attractions, culture, and environment. The practical implications are discussed.

The measurement & conceptualization of destination personality

Although brand personality has long been postulated in the marketing literature to have a significant effect on the consumer purchase process, the use of a personality construct in the tourism field to understand the tourist's preference and intentions is relatively new. The purpose of this study is to examine critically the concept of destination personality (DP). To explore the measurement and conceptualization techniques of destination personality DP, an extended review of destination personality studies has been summarized. In the process, the strengths and weaknesses of procedures used to define and measure destination personality are assessed. Consequently, suggestions for improving the manner in which destination personality is conceptualized and measured are proposed. These suggestions should be helpful to destination marketers building successful branding and positioning strategies for destinations. Arguably, this study is the first attempt to define the meaning and conceptualization of destination personality based on an extensive literature review.

A Study of Destination Brand Personality for Đà Nẵng Tourism

Destination brand personality is a rather new approach taken by many academic and empirical researches. Destination brand personality became an important structure to understand a tourist’s choice process, and a way of differentiating destinations and enhancing their competitiveness. The research focuses on analyses of destination brand personalities of Đà Nẵng based on domestic tourists’ perception in order to identify dimensions and strengths of personalities associated with Đà Nẵng as a destination. The results show that destination brand personality can be identified through three dimensions: sincerity, excitement, and competence-charming, which consist of thirteen items. Among them, sincerity and excitement are two principal factors of destination personality, compliant with findings by most previous researches. The new factor for destination of Đà Nẵng is competence-charming.

Does a Destination have Personality? Personality and Image Issues of a Destination

Brand is a perceptual instrument and each affective value of the product (tourism destination) reflects the brand’s impact on customer. Despite the importance of brand image in terms of marketing, much ambiguity rise in relation to its relationship with brand personality. While branding issues of goods and services are well examined in marketing studies, the application of branding techniques to places, especially to tourism destinations are still new. The purpose of this study is to explain the effects of the destination personality on destination image, and to fullfil the gap in the tourism literature about destination personality concept. This study, on the other hand, was developed for a particular destination to describe the destination’s personality factors related to destination brand image. The study was hold in Didim as a growing destination in Turkey. The questionnaire was processed with simple descriptive analysis (frequency), simple correlation analysis and one-way ANOVA test. Consequently, three important destination personality elements (conviviality dimension) were defined and this three elements’ relationships with all cognitive image elements and two affective image elements were significant. Also, these elements had some statistical significant differences with some sociodemographic factors.

South Korea's Medical Tourism Destination Brand Personality and the Influence of Personal Values

Adopting Aaker's brand personality scale, this study aimed to determine South Korea's medical tourism destination personality. Based on a survey of US consumers, the results indicate that South Korea's medical tourism destination personality comprised three dimensions: sincerity, competence, and ruggedness. Furthermore, sincerity and competence positively influenced consumers' willingness to travel to South Korea for medical care. This study also found that personal values, in particular excitement, self-respect, sense of belonging, and being well respected, were significant positive predictors of South Korea's medical tourism destination personality. Marketing implications of the findings are discussed, and suggestions for future research are offered. This study serves as a starting point for further research on medical tourism destination brand personality.

A Research for Determining the Relationship between Destination Image and Destination Personality

A Research for Determining the Relationship between Destination Image and Destination Personality

Portrayed and perceived online destination personality of select island destinations

This study intends to delineate the match or mismatch between portrayed and perceived online destination personality of select tropical island destinations such as Barbados, Fiji, Seychelles, Hawaii and Mauritius considering their destination marketing organization (DMO) websites as a stimuli. A computer-aided content analysis using WordStat software was employed to uncover the portrayed destination personality dimensions, while the perceived personality dimensions were measured with the help of an online survey using Aaker's [Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356] brand personality scale. This study demonstrates an online approach to assess a destination's brand personality dimensions. It offers insights to DMOs on the transfer of destination personality online through their websites. It also offers the means and measures to assess the association between the portrayed and perceived destination personality.

City Branding: Investigating a Brand Advocacy Model for Distinct Segments

The competitiveness of cities as tourist destinations heavily relies upon building unique brand image and identity, providing memorable brand experiences, and developing positive word-of-mouth (WOM) brand advocacy. This study integrates key brand associations (cognitive, affective, and personality) in a city brand advocacy model and examines their differential effect on WOM advocacy behavior for distinct visitor groups based on purpose of travel. The segment-based analyses among first time visitors provided richer understanding of the role of each construct in the model as well as segment-specific practical implications for destination brand management and marketing. For those traveling for relaxation, cognitive image was the only significant variable influencing the intent to recommend whereas for those traveling for fun/excitement, destination personality was the only significant predictor. For those traveling to experience new things on the other hand, both affective image and destination personality significantly influenced the visitors’ intent to recommend Istanbul. Implications for the industry and academia are discussed.

The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations

The purpose of this study was to explore urban tourists' perceptions of the personality of a mid-sized city destination in Greece and to assess the effect of destination personality on the city's overall image and tourists' behavioural intentions. Experience with the destination was taken into account as the sample consisted of three distinct groups of urban tourists: local residents, past visitors of the city and non-visitors. Through a mixed-methods approach, excitement and sincerity were found to be the predominant personality characteristics of the destination across all respondents. Further analyses offered support for the significant role of personality in influencing overall destination image and predicting tourists' intention to (re)visit the city or recommend it to others. Differences among the three groups as well as implications of the findings for branding small or mid-sized urban destinations are also discussed.

Destination Personality, Affective Image, and Behavioral Intentions in Domestic Urban Tourism

The collective influence of destination personality and affective image on overall image formation of a domestic urban destination and subsequently its influence on tourists’ behavioral intentions were examined in this study. The sample consisted of 361 urban tourists and included both past visitors and nonvisitors of the urban destination under study. Data analysis confirmed the influential role of destination personality and affective image in the formation of overall destination image in both samples. In turn, overall image was a mediator of the relationships of destination personality and affective image with tourists’ behavioral intentions (i.e., intention to revisit the urban destination and intention to recommend the destination to others). Analysis of the data supported a two-factor solution of the destination personality construct, with the personality traits of sincerity and excitement emerging in the domestic urban context to influence past visitors’ and nonvisitors’ overall destination image perceptions.

Toward The Perspective Of Cognitive Destination Image And Destination Personality: The Case Of Beijing

ABSTRACT Destination personality, as a viable metaphor of destination marketing, has attracted considerable attention, although empirical studies on this concept remain few. Based on tourism marketing literature, a model depicting the relationships among cognitive destination image, destination personality, and behavioral intentions is proposed. Using an on-site survey of 500 foreign tourists visiting Beijing, an emerging destination, the current study empirically validates that (a) competence, excitement, sophistication, and ruggedness are four building blocks of destination personality; (b) built environment, socially responsible environment, and local people are important in projecting destination personality; and (c) destination personalities—such as competence, excitement, and sophistication—drive tourists' behavioral intentions. The current study provides theoretical implication for knowledge advancement and managerial implications for destination marketing.

Determinants of Revisit Intention to a Hot Springs Destination: Evidence from Taiwan

This study develops a structural model for understanding the effects of destination personality, cuisine experience and psychological well-being on tourists' revisit intentions to a hot springs destination. An on-site questionnaire was administered to 315 Taiwanese tourists at Bei-Tou hot springs. The results indicated that destination personality, cuisine experience and psychological well-being were important determinants of revisit intention. In addition, ‘health’ was the strongest dimension for cuisine experience, and ‘healthy’ was the dominant dimension for destination personality. The findings suggest that future efforts to understand the revisitation decision-making process should consider tourists' aspirations for the pursuit of health. Implications for theory and practice are provided.

A closer look at destination: Image, personality, relationship and loyalty

Drawing on brand relationship theory and attitude theory, this study investigates the relationships among destination image, destination personality, tourist–destination relationship and tourist behavior. Using a sample of 428 foreign tourists visiting the Angkor temple area of Cambodia and the structural equation modeling technique, the results reveal that destination image and destination personality have positive effects on the tourist–destination relationship, which in turn affect tourist behavior. The study lends support to brand relationship theory, indicating that tourists form emotional relationships with destinations, and further supports Bagozzi's (1992) reformulation of attitude theory with regard to the cognitive, affective and behavior sequence.

From Destination Image to Destination Loyalty: Evidence From Recreation Farms in Taiwan

With the rising popularity of recreation farms in Taiwan, understanding visitors' behavior is a critical issue. Therefore, this study attempts to establish a model that includes destination image, self-congruity, destination personality, and destination loyalty to clarify the mechanism from image to loyalty. Yilan Shangrila Recreation Farm was selected as the research setting and 326 usable responses were received. The results revealed that destination image shows positive impacts on self-congruity, destination personality, and destination loyalty. However, there was no significant relationship between self-congruity and destination loyalty. Further analysis showed the existence of significant differences between first-time and repeat visitors. The path from destination image to destination personality to destination loyalty can better explain how image leads to loyalty. The findings of this study provide meaningful academic and managerial implications.

English

Despite the interests on destination branding in general, there has been scarce investigations on destination personality which is described as the set of human characteristics associated with a destination. The purpose of this study was to investigate the perceived destination personality of Bodrum (a famous destination in Turkey) and the relationship among destination personality, self-congruity and loyalty. In 8 to 14 August, 2011 time period, 252 respondents who were domestic tourists that visited Bodrum destination and stayed at the hotels in the destination were surveyed with the questionnaire form privately developed for the destination. 226 usable questionnaires were analyzed. 38 personality traits were tested and destination personality of Bodrum was measured. The findings of the study indicate that tourists ascribe personality characteristics to destinations and the perceived destination personality dimensions of Bodrum are dynamism, sincerity, competence and sophistication. The results also show that the most distinct dimension which has a positive impact on loyalty to destination is sincerity. In addition, ideal self-congruity has resulted as the most effective self-congruity measure on loyalty.  Key words: Destination personality, self-congruity, loyalty, Bodrum, Turkey.

Destination Personality, Self-Congruity and Loyalty

Destination Personality, Self-Congruity and Loyalty