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Developing a Measurement Scale of Brand Personality for the Convention Destination: Applying for the Zaltman Metaphor Elicitation Technique (ZMET)

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2007, 31(1), pp.99-117
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Kim,Chul-Won 1 이태숙 2

1제주대학교
2계명문화대학

Accredited

ABSTRACT

To develop a measurement scale of brand personality for the convention destination, authors adopted Zaltman Metaphor Elicitation Technique(ZMET) as qualitative method of doing it. To develop "thick description" through the qualitative research, 13 experts in convention fields have been selected and interviewed. 550 items for the convention destination's BPS have been metaphorically elicited and finally 16 items have been decided. The brand personality scale(BPS) for the convention destination includes the five underlying dimensions: affluent, sincere, unique, sophisticated, and attractive. Notwithstanding several limitations the technique, authors think, will make a contribution to achieving a new horizon for the future convention research.핵심용어(Key words):은유유도기법(ZMET), 브랜드 개성(Brand Personality), 컨벤션 개최지(Convention Destination), 스토리텔링(Storytelling), 비언어적 수단(non-verbal vehicle)

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