Destination image and destination personality
International Journal of Culture, Tourism and Hospitality Research
ISSN: 1750-6182
Article publication date: 3 April 2007
Abstract
Purpose
To examine the contentious relationship between brand image and brand personality in the context of tourism destinations.
Design/methodology/approach
The paper reviews the literature on brand (destination) image, brand (destination) personality and identifies examples of definitional inconsistencies and instances where the terms brand image and brand personality are used interchangeably. Two studies were carried out to investigate the relationship between the two constructs. Data were analysed using canonical correlation.
Findings
Results indicate that destination image and destination personality are related concepts. Canonical correlation analyses reveal that the emotional component of destination image captures the majority of variance on destination personality dimensions.
Research limitations/implications
Academics must pay particular attention at distinguishing between brand image and brand personality, since, failure to do so, will hinder research progress and result in poor conceptual developments.
Practical implications
Destination marketers can focus on the commonality between destination image and destination personality in order to communicate unique destination features and to influence tourist behavior.
Originality/value
This paper fills a gap in the generic branding literature by adopting an empirical stance at delineating the relationship between brand image and brand personality in the context of tourism destinations.
Keywords
Citation
Hosany, S., Ekinci, Y. and Uysal, M. (2007), "Destination image and destination personality", International Journal of Culture, Tourism and Hospitality Research, Vol. 1 No. 1, pp. 62-81. https://doi.org/10.1108/17506180710729619
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited