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    Destination Image and Destination Personality

    Access Status
    Fulltext not available
    Authors
    Hosany, S.
    Ekinci, Y.
    Uysal, Muzaffer
    Date
    2015
    Type
    Journal Article
    
    Metadata
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    Citation
    Hosany, S. and Ekinci, Y. and Uysal, M. 2007. Destination Image and Destination Personality. International Journal of Culture, Tourism and Hospitality Research. 1 (1): pp. 62-81.
    Source Title
    International Journal of Culture, Tourism and Hospitality Research
    DOI
    10.1108/17506180710729619
    ISSN
    1750-6190
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/22568
    Collection
    • Curtin Research Publications
    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.

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