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

Destination personality: a dimensions analysis and a new scale development in Thailand

Piyaporn Auemsuvarn (NIDA Business School, National Institute of Development Administration, Bangkok, Thailand)
Piya Ngamcharoenmongkol (NIDA Business School, National Institute of Development Administration, Bangkok, Thailand)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 12 April 2022

Issue publication date: 9 December 2022




This study aims to empirically develop a new destination personality scale (DPS) for Thailand.


To fill the previous gaps in the existing literature, this research study used a more concise destination personality definition consisting of human personality traits only, a variety of more than 100 destination stimuli covering 12 categories of tourist destinations including many urban cities across the country, a mix of sample groups (domestic and international tourists) that proportionally represent tourist population visiting the country and mixed method (qualitative and quantitative) approaches.


The results revealed that the new scale consists of seven personality dimensions representing eastern cultures: traditionalism, kindness, excitement, easygoingness, liveliness, trendiness and charm. The results also showed that the scale is valid and reliable.

Research limitations/implications

First, data was collected using a cross-sectional survey method, so the results are limited to a specific period of time. Thus, longitudinal studies are recommended to enhance the validity and reliability of the scale. Second, destination stimuli used in this scale covered both urban cities and rural areas across the country. Thus, further studies should compare between destination personality dimensions resulting from urban cities as stimuli and those from rural areas.

Practical implications

City tourism marketers can use this scale as a valid tool for measuring destination personalities in urban cities of the country and checking whether such personalities are consistent with what is intended.


To the best of the authors’ knowledge, this research is the first attempt to develop the Thailand Destination Personality Scale (TDPS).



The authors would like to thank Associate Professor Dr. Kanokkarn Kaewnuch, Dr. Dussadee Lebkhao, Dr. Narissara Sujchaphong, Miss Thayapatr Benjapattharaseth, and Mr. Pornchanok Sakthani, academics and practitioners for their expertise and willingness to assess content validity of traits in this paper.


Auemsuvarn, P. and Ngamcharoenmongkol, P. (2022), "Destination personality: a dimensions analysis and a new scale development in Thailand", International Journal of Tourism Cities, Vol. 8 No. 4, pp. 1019-1041.



Emerald Publishing Limited

Copyright © 2022, International Tourism Studies Association.

Related articles