Since 2014
INFLUENCE OF DESTINATION IMAGE & DESTINATION PERSONALITY IN TOURIST’S DECISION MAKING: AN EMPIRICAL RESEARCH
International Journal of Management and Social Sciences
View Archive Info| Field | Value | |
| Title |
INFLUENCE OF DESTINATION IMAGE & DESTINATION PERSONALITY IN TOURIST’S DECISION MAKING: AN EMPIRICAL RESEARCH
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| Creator |
Upadhyaya, Makarand; Professor in Marketing, Indian Institute of Health Management and Research, Jaipur, India
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| Subject |
Brand Management
Destination image, Destination personality, Destination branding, Destination marketing, Branding, Brand personality Branding, Destination Image |
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| Description |
The idea of personality in a destination is a relatively new one and the academic investigation of such a process is still in its infancy. In the ever more competitive tourism marketplace, destinations are increasingly adopting branding techniques to craft an identity which emphasizes the uniqueness of their product. A key component of this personality building process is the thorough management of destination image and personality with particular attention to personality-related factors. Destination personality can be regarded as an attitudinal construct and it can be clearly argued that our image towards a destination is affected by the personality we form towards that destination.Although a conceptual model exists in an academic study, no apparent effort has been made to empirically investigate the relationship between destination image and destination personality in a particular tourism context. The paper attempts to develop an understanding about the major factors contributing to destination image and identifying important personality traits of a destination. Destination image is measured using a structured scale with 15 variables adopted from past researches and brand personality scale is used to derive important personality traits for a tourist destination. Findings are based upon a sample of 200 respondents using multivariate tools.
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| Publisher |
SPEAK Foundation
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| Contributor |
—
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| Date |
2012-07-01
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — Empirical Research |
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| Format |
—
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| Identifier |
http://journals.foundationspeak.com/index.php/ijmss/article/view/39
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| Source |
INTERNATIONAL JOURNAL OF MANAGEMENT AND SOCIAL SCIENCES (IJMSS); Vol 2, No 1 (2012): IJMSS - July 2(1) 2012; 30-40
2349-9761 2249-0191 |
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| Language |
eng
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| Relation |
http://journals.foundationspeak.com/index.php/ijmss/article/view/39/37
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| Coverage |
India
— Data were collected in Jaipur, India |
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| Rights |
Copyright (c) 2018 INTERNATIONAL JOURNAL OF MANAGEMENT AND SOCIAL SCIENCES (IJMSS)
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