Destination Image and Destination Personality
Access Status
Authors
Date
2015Type
Metadata
Show full item recordCitation
Source Title
ISSN
School
Collection
Abstract
Purpose – To examine the contentious relationship between brand image and brand personality in the context of tourism destinations. Design/methodology/approach – The paper reviews the literature on brand (destination) image, brand (destination) personality and identifies examples of definitional inconsistencies and instances where the terms brand image and brand personality are used interchangeably. Two studies were carried out to investigate the relationship between the two constructs. Data were analysed using canonical correlation. Findings – Results indicate that destination image and destination personality are related concepts. Canonical correlation analyses reveal that the emotional component of destination image captures the majority of variance on destination personality dimensions. Research limitations/implications – Academics must pay particular attention at distinguishing between brand image and brand personality, since, failure to do so, will hinder research progress and result in poor conceptual developments. Practical implications – Destination marketers can focus on the commonality between destination image and destination personality in order to communicate unique destination features and to influence tourist behavior. Originality/value – This paper fills a gap in the generic branding literature by adopting an empirical stance at delineating the relationship between brand image and brand personality in the context of tourism destinations.
Related items
Showing items related by title, author, creator and subject.
-
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
-
Ferguson, Graham; Lau, K.; Phau, Ian (2016)Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the ...
-
Hossain, Md Enayet (2013)This study investigates the factors that influence tourism consumers’ choice behavior towards tour destination loyalty. Loyalty behavior has generally been accredited as a most desirable area for academics and practitioners ...