@article{ART001355239},
author={Lee Tae Sook and Kim Chulwon},
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 Chulwon
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 Chulwon. (2009). Developing a Brand Personality Scale for Tourism Destination. Journal of Tourism Sciences, 33(3), 309-327.
Lee Tae Sook and Kim Chulwon. 2009, "Developing a Brand Personality Scale for Tourism Destination", Journal of Tourism Sciences, vol.33, no.3 pp.309-327.
Lee Tae Sook, Kim Chulwon "Developing a Brand Personality Scale for Tourism Destination" Journal of Tourism Sciences 33.3 pp.309-327 (2009) : 309.
Lee Tae Sook, Kim Chulwon. Developing a Brand Personality Scale for Tourism Destination. 2009; 33(3), 309-327.
Lee Tae Sook and Kim Chulwon. "Developing a Brand Personality Scale for Tourism Destination" Journal of Tourism Sciences 33, no.3 (2009) : 309-327.
Lee Tae Sook; Kim Chulwon. Developing a Brand Personality Scale for Tourism Destination. Journal of Tourism Sciences, 33(3), 309-327.
Lee Tae Sook; Kim Chulwon. Developing a Brand Personality Scale for Tourism Destination. Journal of Tourism Sciences. 2009; 33(3) 309-327.
Lee Tae Sook, Kim Chulwon. Developing a Brand Personality Scale for Tourism Destination. 2009; 33(3), 309-327.
Lee Tae Sook and Kim Chulwon. "Developing a Brand Personality Scale for Tourism Destination" Journal of Tourism Sciences 33, no.3 (2009) : 309-327.
