Destination Brand Personality: An Application to Spanish Tourism

In the current economic climate, destinations increasingly attempt to differentiate themselves. Brand personality (BP) is a useful tool for understanding differentiation in terms of identity and image perceptions. The authors are unaware of any prior study that develops and analyses to what extent J...

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Bibliographic Details
Published in:The international journal of tourism research 2016-05, Vol.18 (3), p.210-219
Main Authors: Gomez Aguilar, Alejandro, Yague Guillen, María Jesús, Villasenor Roman, Nieves
Format: Article
Language:English
Subjects:
brand identity
brand personality
Brands
destination brand personality
destination marketing organization
reflective and formative indicators
second-order models
Tourism
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Summary:In the current economic climate, destinations increasingly attempt to differentiate themselves. Brand personality (BP) is a useful tool for understanding differentiation in terms of identity and image perceptions. The authors are unaware of any prior study that develops and analyses to what extent Jennifer Aaker's BP scale is reliable and valid in destination branding. This paper studies UK visitors to two specific Spanish destinations: Granada and Torremolinos. The study concludes that the BP model is second‐order. The results help to more adequately establish the personality trait dimensions that create favourable evaluations of tourism destinations. Copyright © 2014 John Wiley & Sons, Ltd.
ISSN:1099-2340
1522-1970
DOI:10.1002/jtr.1997