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    Personality attributes of botanic parks and their effects on visitor attitude and behavioural intentions

    Access Status
    Fulltext not available
    Authors
    Quintal, Vanessa
    Lwin, Michael
    Phau, Ian
    Lee, Sean
    Date
    2018
    Type
    Journal Article
    
    Metadata
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    Citation
    Quintal, V. and Lwin, M. and Phau, I. and Lee, S. 2018. Personality attributes of botanic parks and their effects on visitor attitude and behavioural intentions. Journal of Vacation Marketing. 25 (2): pp. 176-192.
    Source Title
    Journal of Vacation Marketing
    DOI
    10.1177/1356766718760089
    ISSN
    1356-7667
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/67515
    Collection
    • Curtin Research Publications
    Abstract

    The current exploratory study conceptualizes botanic park personality and explores its effects on visitor attitude and behavioural intentions. To achieve this, a renowned botanic park in Western Australia was selected. Pen-and-paper and online surveys were self-administered to 481 local and international respondents in two main studies. Two botanic park personality attributes were identified, namely, ‘excitement’ and ‘competence’, which aligned with the destination personality literature. These attributes impacted on attitude as well as subsequent intentions to visit and recommend the botanic park for local and international respondents. Findings offer researchers a platform to advance further studies on botanic park personality that may be extended to other nature-based tourism attractions. The identified and distinctive botanic park personality attributes help to guide practitioners in shaping the positioning and differentiation strategy to attract visitors and enhance the park’s financial sustainability.

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