Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions

Matzler, Kurt; Ströbl, Andreas; Stokburger-Sauer, Nicola; Bobovnicky, Artur; Bauer, Florian

doi:10.1016/j.tourman.2015.07.017

Cited by 161 publications

(141 citation statements)

References 60 publications

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“…These variables include cultural differences (e.g., [48]), age (e.g., [49,50]), gender (e.g., [51]), and demographics (e.g., [18,52]). For example, along with gender, a traveler's age has been found to play a key role in the formation of destination image [51].…”

Section: Market Segmentation In the Destination Literature: Socio-demmentioning

confidence: 99%

“…Due to the ongoing debate around the importance of socio-demographic factors, it has been said that further studies are needed [53]. Studies on gender and age differences lack overall in destination personality and Extant research has established that culture can play a significant role in overall brand perceptions [48,54]. Aguirre-Rodriguez [13] found that consumers in a variety of cultural contexts identify with different culturally relevant brand personality traits.…”

Section: Market Segmentation In the Destination Literature: Socio-demmentioning

confidence: 99%

“…Matzler, Strobl, Stokburger-Sauer, Bobovnicky and Bauer [48] previously investigated the relationships among brand personality, self-congruity, and behavioral intention. However, this study's results suggest that destination image is also to be considered in these relationships to understand visitors' perceptions more completely.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

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Destination Personality, Destination Image, and Intent to Recommend: The Role of Gender, Age, Cultural Background, and Prior Experiences

et al. 2017

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When tourists chose destinations, they usually select locations that satisfy the subjective criteria of their requirements. The purpose of this study was to delineate those criteria by analyzing the interrelationships among destination personality, image, and intent to recommend while examining the effects of gender, age, cultural background, and prior tourist experience. The data were collected from a major tourism destination in South Korea. A total of 316 usable surveys were analyzed using structural analysis. The results show that three of the four factors for destination personality significantly affected destination image. In turn, destination image influenced intent to recommend. Subsequent tests for metric invariances showed differences in the moderating role of cultural background, gender, age, and prior experience.

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Section: Market Segmentation In the Destination Literature: Socio-demmentioning

confidence: 99%

Section: Market Segmentation In the Destination Literature: Socio-demmentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

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Destination Personality, Destination Image, and Intent to Recommend: The Role of Gender, Age, Cultural Background, and Prior Experiences

et al. 2017

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“…The hotel facilities also play a part in hotel satisfaction, with different amenities being valued based on different cultural demands [69]. In addition, there are also notable differences in services, brand personality perceptions, visit intentions, tourist satisfaction, tourist behaviors, etc., in terms of their cultural backgrounds [57,64,68,70,71]. DSR is defined as the collective activities of destination stakeholders to conduct socially responsible tourism [10,11].…”

Section: The Role Of Cultural Differences In Tourist Perceptionmentioning

confidence: 99%

Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?

Hwang

2019

Sustainability

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Tourist loyalty is one of the most crucial aspects in determining the sustainable growth of a tourism destination. In attempting to find an aspect that boosts tourist loyalty for sustainable development of a tourism destination, the role of destination social responsibility (DSR) has begun to attract the attention of researchers and tourism stakeholders. This study empirically examines the structural relationship between DSR, destination image, and tourist loyalty using data collected from international tourists who have visited Hoi An in Vietnam through a self-administrated survey. Also, this study takes the cultural differences between Asians and Westerners into consideration regarding insights on tourism marketing. The results show that the socially responsible behavior of a tourism destination positively affects tourist loyalty by forming a positive image of the destination. And the results of the comparison between the Asian and the Western groups on the structural relationships of the perceived DSR, destination image, and tourist loyalty show that different cultures afford different degrees of importance to the components of DSR.

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“…Outro ponto importante na literatura é a relação entre a imagem país e a cultura, tema abordado nesta tese. Para Matzler et al (2016), existe justificativa suficiente na literatura para buscar formas de relação existentes entre cultura e imagem país. Os autores investigam empiricamente as relações entre as dimensões de personalidade, como forma de imagem, e sua relação com cultura, embasando a relação existente entre esses construtos.…”

Section: Marca-país E Culturaunclassified

Valor de marca-país: uma investigação empírica em diferentes modelos operacionais e relações com imagem de país e percepção de cultura

Chaves¹

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Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions

Cited by 161 publications

References 60 publications

Destination Personality, Destination Image, and Intent to Recommend: The Role of Gender, Age, Cultural Background, and Prior Experiences

Destination Personality, Destination Image, and Intent to Recommend: The Role of Gender, Age, Cultural Background, and Prior Experiences

Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?

Valor de marca-país: uma investigação empírica em diferentes modelos operacionais e relações com imagem de país e percepção de cultura

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