Destination Personality: Scale Development And Validation

被引:64
作者
Kumar, Vikas [1 ]
Nayak, Jogendra K. [2 ]
机构
[1] Indian Inst Management Sirmaur, Mkt Management, Paonta Sahib, Himachal Prades, India
[2] Indian Inst Technol Roorkee, Dept Management Studies, Roorkee, Uttrakhand, India
关键词
destination personality; self-congruence; tourism research; destination image; BRAND PERSONALITY; IMAGE; DIMENSIONS; IMPACT; SATISFACTION; TOURISTS;
D O I
10.1177/1096348014561027
中图分类号
F [经济];
学科分类号
02 ;
摘要
The main objective of this research was to develop a scale for measuring destination personality of India. A list of human personality traits was generated from previous personality scales, and in-depth interviews were conducted among foreigners visiting India. A two-phase study was conducted to reduce the personality traits and to identify the underlying factor structure. The results indicate that destination personality of India is a multidimensional construct composed of six main dimensions: courteousness, vibrancy, conformity, liveliness, viciousness, and tranquility. In the first phase, a survey was conducted among a sample of 177 foreigners. In the second phase, a sample of 152 foreigners was collected to further refine the scale. A reduced scale with 23 items having the same psychometric properties and stability as the full 35-item scale was proposed. The article discusses the marketing applications of the scale for positioning destinations and estimating the relative impact of the personality dimensions on attitudes toward product-destination attitudes, and travel-destination attitude, and overall destination attitude.
引用
收藏
页码:3 / 25
页数:23
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