INFLUENCE OF DESTINATION IMAGE & DESTINATION PERSONALITY IN TOURIST’S DECISION MAKING: AN EMPIRICAL RESEARCH
The idea of personality in a destination is a relatively new one and the academic investigation of such a process is still in its infancy. In the ever more competitive tourism marketplace, destinations are increasingly adopting branding techniques to craft an identity which emphasizes the uniqueness of their product. A key component of this personality building process is the thorough management of destination image and personality with particular attention to personality-related factors. Destination personality can be regarded as an attitudinal construct and it can be clearly argued that our image towards a destination is affected by the personality we form towards that destination.
Although a conceptual model exists in an academic study, no apparent effort has been made to empirically investigate the relationship between destination image and destination personality in a particular tourism context. The paper attempts to develop an understanding about the major factors contributing to destination image and identifying important personality traits of a destination. Destination image is measured using a structured scale with 15 variables adopted from past researches and brand personality scale is used to derive important personality traits for a tourist destination. Findings are based upon a sample of 200 respondents using multivariate tools.
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