The study is to develop a brand personality scale for the tourism destination. The study adopted both quantitative (empirical survey) and qualitative research (Zaltman Metaphor Elicitation Technique). The brand personality scale for the tourism destination is based on the five underlying dimensions of brand personality: sophisticated(flutter, variety, attractive, new, exotic, interesting), competent (modern, passionate, dynamic, sociable, luxurious, active), comfortable (comfortable, affluent, relaxative, peaceful, humane, natural, refreshing), unique (symbolic, famous, cultural, inquisitive). Brand personality for the tourism destination can be evaluated with 7-point scale with respect to each brand personality of any tourism destination.
The study will make contributions to academic achievement of tourism destination study as well as practical tourism destination marketing in terms of exploring differentiation strategy for the sustainable competitive advantage.