Destination Personality a path towards Faultless promotion

• 발행기관: 대한관광경영학회
• 저자명: Chemli, Samiha Nunes, Sara
• 간행물 정보: 『관광연구』제33권 제1호, 341~360쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.02.28

영문 초록

Due to the fierce competition between tourism destinations; the continuous changes in today’s world, impacting directly on tourism; and the importance of this sector, economically, for several countries worldwide, it is crucial to provide a clear identity and a perceivable personality for each destination. Thus, to clear any confusions regarding positioning. Therefore, The brand personality of a tourism destination, through online and offline content analysis, would be a way to find the gap between operators’ positioning of a destination and the one applied by destination’s marketers. In this study, the Aaker (1997)’s model, of Brand Personality Scale (BPS), has been modified and applied to a tourism destination. The findings conclude clear disparities between Governmental and operators’ positioning of the selected country, most of which are accepted as part of ‘a supplementing positioning strategy’, and few may be considered as errors. Thus, this article presents insights to tourism professionals and responsible bodies on the way to fill the gaps through a supplementing strategy.

목차

Ⅰ. Introduction

Ⅱ. Literature review

Ⅲ. Methodology

Ⅳ. Study Findings

Ⅴ. Conclusion

키워드

BPS modified Brand Personality Destination Positioning Content analysis