@article{ART001355239},
author={Lee, Tae-Sook and Kim, Chul-Won},
title={Developing a Brand Personality Scale for Tourism Destination},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2009},
volume={33},
number={3},
pages={309-327}
TY - JOUR
AU - Lee, Tae-Sook
AU - Kim, Chul-Won
TI - Developing a Brand Personality Scale for Tourism Destination
JO - Journal of Tourism Sciences
PY - 2009
VL - 33
IS - 3
PB - The Tourism Sciences Society Of Korea
SP - 309
EP - 327
SN - 1226-0533
AB - 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.
KW - Tourism destination
Brand personality for tourism destination
TDBPS: Tourism destination brand personality scale
DO -
UR -
ER -
Lee, Tae-Sook and Kim, Chul-Won. (2009). Developing a Brand Personality Scale for Tourism Destination. Journal of Tourism Sciences, 33(3), 309-327.
Lee, Tae-Sook and Kim, Chul-Won. 2009, "Developing a Brand Personality Scale for Tourism Destination", Journal of Tourism Sciences, vol.33, no.3 pp.309-327.
Lee, Tae-Sook, Kim, Chul-Won "Developing a Brand Personality Scale for Tourism Destination" Journal of Tourism Sciences 33.3 pp.309-327 (2009) : 309.
Lee, Tae-Sook, Kim, Chul-Won. Developing a Brand Personality Scale for Tourism Destination. 2009; 33(3), 309-327.
Lee, Tae-Sook and Kim, Chul-Won. "Developing a Brand Personality Scale for Tourism Destination" Journal of Tourism Sciences 33, no.3 (2009) : 309-327.
Lee, Tae-Sook; Kim, Chul-Won. Developing a Brand Personality Scale for Tourism Destination. Journal of Tourism Sciences, 33(3), 309-327.
Lee, Tae-Sook; Kim, Chul-Won. Developing a Brand Personality Scale for Tourism Destination. Journal of Tourism Sciences. 2009; 33(3) 309-327.
Lee, Tae-Sook, Kim, Chul-Won. Developing a Brand Personality Scale for Tourism Destination. 2009; 33(3), 309-327.
Lee, Tae-Sook and Kim, Chul-Won. "Developing a Brand Personality Scale for Tourism Destination" Journal of Tourism Sciences 33, no.3 (2009) : 309-327.
