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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.

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.

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 paper aims to study Macau’s brand and destination personality. The data are derived from 91 semi-structured interviews with visitors to Macau at points of departure such as the airport and ferry terminals. Macau is perceived as hospitable and friendly, but complexities and ambiguities exist as the city is a fusion of Western and Asian cultures and locates gaming with a Portuguese heritage. Indeed one informant described the city as an “old person with a young spirit”. Given this, the final discussion is concerned with the concepts of anthropomorphic attributes associated with destination personality when applied to a destination, whereas managerial implications are identified with reference to a need to overcome some deficiencies in a perceived coldness in interactions with industry personnel.

A multidimensional scale was developed to measure the cuteness experience a destination can offer. In doing so, this paper attempts to explore the implications of the cuteness aesthetics for destination marketing.

The procedure of scale development was followed. A survey was administered to a college student sample. The scale of cuteness experience was validated. A four-point scale turned out to be effective in terms of measurement.

The results show that cuteness experience of a destination consists of five dimensions: smallness, irregularity, roundness, lightness and creativity.

The cuteness attributes have significant implications for promoting destinations to the East Asian markets, which have seen the rise of the cute culture in recent decades.

This study identified a unique selling point of destinations, namely, cuteness as a destination attribute. The study results also contribute to understanding of destination personality by drawing attention to the childlike personality trait: cuteness.

This study aims to uncover the destination personality of the World Surfing Reserve (WSR) in Europe, Ericeira, from local stakeholders’ perspectives; understand if WSR recognition influences the perception of destination personality; and understand if there is an alignment between the vision of the destination management Organization (DMO) and stakeholders in terms of destination personality.

An extensive literature search was conducted to identify personality traits, which were then filtered and included in a survey of Ericeira's stakeholders and in a DMO interview. A principal components analysis enabled the identification of the most relevant personality traits.

Cool, appealing and self-assured emerged as destination-specific personality traits of Ericeira, indicating that other similar destinations can consider them in future branding actions. The findings indicate that WSR recognition can be a determinant for local tourism but has no impact on destination personality as viewed by local stakeholders. Therefore, one can suggest that personality is embedded in a tourist destination and is somewhat resistant to external WSR recognition. In general, alignment was found between the views of the local stakeholders and the DMO.

This study reinforces the literature on the importance of stakeholder involvement in place brand development. It also suggests that external recognition may have an impact on local tourism but has a limited impact on destination personality. Finally, this research constitutes a baseline for further studies on the destination personality traits of current and prospective WSR.

The purpose of this paper is to investigate the influence of tourists’ sociodemographic characteristics on their perception of destination personality and emotional experience on the example of the city break tourism destination.

To examine this relationship, survey research was conducted on a sample of 203 national and international tourists who visited Novi Sad, the second-largest city in Serbia.

Research results confirmed the role of travelers’ sociodemographic variables in shaping their emotional experience and destination personality perception. The findings pointed out significant divergences in the perception of emotional experience in the case of respondents’ education level, previous visits to the city and travel companion. On the other hand, the analysis showed that repeat visitors significantly differed from first-time visitors regarding destination personality perception. In addition, differences in both destination personality and emotional experience assessment were found between national and international city break travelers.

The current study is first to focus on the role of travelers’ sociodemographic variables in simultaneous modeling of their perception of destination personality and emotional experience within the city break destination context. Besides, results revealed some new influencing factors of both destination personality and emotional experience perception, thus contributing to the existing tourism literature. In addition, this paper offers useful practical implications for city break marketers to adapt promotional activities, more effectively present the desired brand personality of the city to different sociodemographic categories of tourists and sustain repeat tourists’ perception of Positive surprise.

The main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA).

The conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses.

The study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment.

The research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations.

This paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.

This study developed an extended model of self-congruity by integrating destination image, destination personality, self-congruity, revisit intention and gender.

Surveys were conducted with 645 Chinese tourists visiting New Zealand. Partial least squares structural equation modelling (PLS-SEM) was performed to estimate linkages between destination image, destination personality, self-congruity and revisit intention. To compare effects on revisit intention across male and female Chinese tourists, PLS-Henseler's multigroup analysis and PLS-permutation test were conducted to analyse gender as a moderator in the proposed framework.

Our results revealed positive direct effects among destination image, destination personality, self-congruity and revisit intention. Our findings indicated a highly significant difference in the effects of destination personality on ideal self-congruity across male and female Chinese tourists. The association between destination image and self-congruity identified through this model represents a crucial contribution to the tourism literature. This study also enriches tourism research by comparing male and female Chinese tourists' intentions to revisit New Zealand, having identified crucial heterogeneity within female tourists.

The practical implications from our research can improve destination marketing organization (DMO) officials' awareness of one-time and repeat Chinese tourists' experiences, which strongly trigger subsequent visits.

This paper is the first to examine the direct correlations among destination image, destination personality, self-congruity and revisit intention by considering whether gender might moderate these factors. Our study innovatively adopted PLS-SEM along with several advanced analytical approaches, such as multigroup analysis (MGA) of women and men, to examine our research model.

Numerous scales have been developed and utilized in the tourism and hospitality field, yet, their psychometric properties have not been systematically reviewed and evaluated. This gap compromises researchers' ability to develop better measures and improve measurement decisions. In this current study, 56 scales were identified and evaluated in terms of their psychometric properties. It was found that most scales were imperfect in measuring tourism and hospitality domains, and most scales did not provide explicit information about the scale development procedures that were adopted. The scale development procedure and psychometric properties of the reviewed scales are summarized, evaluated, and recommendations are made for future tourism and hospitality scale development.

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

通过提供信息, 明确了游客的个性在两种体验构建（即服务场景和其他来访者行为）中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

trabajo de investigación

Scales play an important role in researching and understanding a field. This study aims to explore scales developed in hospitality and tourism to identify the trends and the gaps in the scale development studies with a view to make scale development recommendations for future studies.

The study explores and analyses 253 scales developed from the perspectives of scope and methodology. The scales were first grouped into categories to identify trends and gaps in scale development to be able to make recommendations from the scope perspective. Then, for the methodology perspective, the scales were analysed according to various criteria such as sampling, reliability, validity and pilot testing reporting.

The study shows that while there are opportunities in some areas to develop newer scales, some areas appear to be saturated. It is important to note that all scales appear to be self-report scales which may result in the measurement of self-perceptions of people alone regarding a phenomenon. The study also pointed out some of the methodological shortcomings in the scales developed.

The study has both theoretical and practical implications. From a theoretical implications perspective, the study identified the overlaps and the gaps in scale development and provided several new scale development ideas concerning their scopes/topics and methodologies. From a practical perspective, the study shed light on the extent which the scales are relevant and useable by the practitioners in the tourism and hospitality establishments.

The study is original as there is no collective review of hospitality and tourism scales. The study identifies the trends, gaps, overlaps and some of the weaknesses of the scales developed and offers several valuable recommendations for the future.