Market-Tržište, Vol. 30 No. 1, 2018.
Original scientific paper
https://doi.org/10.22598/mt/2018.30.1.77
Do Perceived Culture Personality Traits Lead to a More Favourable Rating of Countries as Tourist Destinations?
Tamás Gyulavári
; Corvinus University of Budapest
Erzsébet Malota
; Corvinus University of Budapest
Abstract
Purpose – The main purpose of our study was to investigate the effect of perceived culture personality (CP) on the evaluation of a country as an ideal tourist destination. A new culture personality scale has been developed for the analysis, and this paper aims to implement it in a destination marketing context.
Design/Methodology/Approach – As a result of the scale construction procedure, based on extensive qualitative studies, a 51-item semantic differential scale was developed and tested. A sample of 216 Hungarian and 47 French university students has been surveyed.
Findings and implications – The regression model proves the connections between perceived culture personality and the evaluation of a culture as a tourist destination. The most influencing personality traits of the culture are also identified. Based on the results, destination managers can refine their marketing communication plan, especially among younger target segments.
Limitations – The generalizability of the results is subject to some limitations due to the student sample used.
Originality – Both the scale developed and the effects revealed contribute to the research field.
Keywords
culture personality (CP); tourist destinations; scale development
Hrčak ID:
201726
URI
Publication date:
15.6.2018.
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