The impact of destination personality dimensions on destination brand awareness and attractiveness: Australia as a case study
نویسنده
چکیده
Destination personality refers to human personality traits associated with a destination. It has become an important construct, as tourism managers attempt to understand people's choices to fi nd ways to diff erentiate their destination in an increasingly complex marketplace. Th e present paper outlines a study in which a destination personality scale was used that provides insight into diff erent destinations' personality dimensions and the distinct infl uence of a destination's perception from the perspective of Chinese tourists. More precisely, the results of this study conducted in mainland China revealed that for the destination personality dimensions of Australia, the results suggest that sincerity, one destination personality dimension, has a more positive impact on perceived destination awareness and attractiveness from the perspective of Chinese tourists than the other three dimensions (excitement, sophistication, and ruggedness) do. Implications and future study directions conclude the study report.
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