Original scientific paper
The impact of destination personality dimensions on destination brand awareness and attractiveness: Australia as a case study
Sheng Ye
; Faculty of Tourism, Macau University of Science and Technology, China
Abstract
Destination personality refers to human personality traits associated with a destination. It has become an important construct, as tourism managers attempt to understand people's choices to find ways to differentiate their destination in an increasingly complex marketplace. The present paper outlines a study in which a destination personality scale was used that provides insight into different destinations' personality dimensions and the distinct influence of a destination's perception from the perspective of Chinese tourists. More precisely, the results of this study conducted in mainland China revealed that for the destination personality dimensions of Australia, the results suggest that sincerity, one destination personality dimension, has a more positive impact on perceived destination awareness and attractiveness from the perspective of Chinese tourists than the other three dimensions (excitement, sophistication, and ruggedness) do. Implications and future study directions conclude the study report.
Keywords
destination personality dimension; destination awareness; destination attractiveness; personality dimensions; China; Australia
Hrčak ID:
94256
URI
Publication date:
21.12.2012.
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