To read this content please select one of the options below:

Destination image and destination personality

Sameer Hosany (School of Management, Royal Holloway, University of London, Egham, UK)
Yuksel Ekinci (School of Management, University of Surrey, Guildford, UK)
Muzaffer Uysal (Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 3 April 2007

13837

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

Related articles