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Developing a Brand Personality Scale for Tourism Destination

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(3), pp.309-327
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Lee Tae Sook 1 Kim Chulwon 2

1순천제일대학
2경희대학교

Accredited

ABSTRACT

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.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.