Application of Brand Personality Scale to Tourism Destination: Gyeongju and Jeju (관광목적지 브랜드 개성 척도의 적용 - 경주와 제주지역 대상 -)

Kim Chulwon (김철원); Lee Tae Sook (이태숙)

Application of Brand Personality Scale to Tourism Destination: Gyeongju and Jeju

Journal of Tourism Sciences
Abbr : JTS
2010, 34(8), pp.191-209
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Kim Chulwon ¹, Lee Tae Sook ²

¹경희대학교
²순천제일대학

Accredited

ABSTRACT

This study was to measure the brand personality of two popular Korean tourism destinations: Gyeongju and Jeju. To date, few researches have attempted to test the relevance of brand personality scale to a tourism destination. Using the TDBPS(Tourism Destination Brand Personality Scale) developed only for measuring the brand personality of a tourism destination, this study validated the TDBPS and identified differences of the factor structures between the two destinations. Data were collected from 316 people at Seoul Station and Gimpo Airport in 2008. Results revealed that each tourism destination had its own factors of brand personality. The study could make contributions to the field of destination marketing by emphasizing the importance of different tourism destination branding at different stages of tourism development and operation.

KEYWORDS

Tourism destination, TDBPS: Tourism destination brand personality scale, Gyeongju and Jeju

Citation status

* References for papers published after 2023 are currently being built.

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