Linking Travel Motivation, Tourist Self-Image and Destination Brand Personality

Murphy, Laurie; Benckendorff, Pierre; Moscardo, Gianna

doi:10.1300/j073v22n02_04

Cited by 200 publications

(144 citation statements)

References 23 publications

(24 reference statements)

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“…Travel motivation is made up of needs that predispose a person towards a certain tourist activity (Pizam et al, 1979). Research on travel motivation has been a subject of many tourism research papers in the past (Crompton, 1979;Dann, 1981;Pearce, 1995;Pearce, 2005;Murphy, Benckendorff, and Moscardo, 2007;Jang, Bai, Hu, and Wu, 2009;Huang and Hsu, 2009) and it is remains a popular research theme (Li and Cai, 2012;Jiang, 2015;Leong et al, 2015;Li et al, 2015;Wong and Tang, 2016).…”

Section: Travel Motivationmentioning

confidence: 99%

Urban tourist motivations: why visit Ljubljana?

Kovačić

Kennell

Vujičić

et al. 2017

IJTC

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PurposeThe aim of this paper is to develop a new perspective on urban tourist motivations by applying the Analytic Hierarchy Process (AHP) model to help to understand how tourists make decisions about which destinations to visit. MethodThis study was based on 30 1-hour long structured interviews with visitors to Ljubljana, the capital city of Slovenia. Respondents were asked to express their preferences between different pull-factor motives for their visit, using Saaty's scale, and further qualitative data was collected to examine these preferences in more depth. FindingsThe results of this study indicate that the most relevant criteria and thus predominant factors in motivation for visits to Ljubljana are the Cultural and Nightlife pull-factors, while Religious and Business motives are the lowest ranked factors. The paper argues that the results show the value of applying the AHP model to understand the role of pull-factors in urban tourism destination choice. Research limitations/implicationsAs a single-destination case study, it is important that the findings of this research are evaluated against similar studies in other cities. A limitation of this research is the fact that sub motives within major groups of pull-factor motives have not been explored in this study and this should be the subject of future, more detailed research. Originality/valueThis research shows the value of applying, AHP, an under-used method to understand urban tourist motivations. The new knowledge gained through applying this method is of value to destination marketing organisations as well as to researchers conducting future studies, who will be able to replicate it and test its value.

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Section: Travel Motivationmentioning

confidence: 99%

Urban tourist motivations: why visit Ljubljana?

Kovačić

Kennell

Vujičić

et al. 2017

IJTC

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“…Certain items have been shown as inadequate (e.g. down-to-earth, smooth, small-town), and therefore the previous studies have justifiably modified and reduced the BPS (Murphy et al, 2007a;Murphy et al, 2007b;Murphy, Moscardo, & Benckendorff, 2007;Usakli & Baloglu, 2011).…”

Section: Discussionmentioning

confidence: 99%

Serbian Adaptation of the Brand Personality Scale (Bps): an Application to Tourism Destinations

Jovanović

Kovačić

Dinić

et al. 2017

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The main aim of this research was to validate a Serbian adaptation of the Brand Personality Scale (BPS: Aaker, 1997) while applying it to tourist destinations. The BPS was developed as a measure of five personality traits of any kind of brand: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. In the first study that was carried out on 192 (76% female) tourists from student population, exploratory factor analysis of the BPS resulted in a four-factor structure: Competence, Excitement, Sophistication, and Sincerity. The factor Ruggedness was not extracted in this study. In the second study that was carried out on 490 (56% females)tourists from general population, the confirmatory factor analysis was applied in order to validate the four-factor solution from the first study. Results indicated that this solution, with certain allocations and reductions of items, reached a satisfactory fit. The factors Excitement and Sincerity mainly matched the same factors from the original Aaker's model, while the factors Competence and Sophistication had somewhat different structure. The factor Excitement represented destination as vibrant, energetic, and youthful, while the factor Sincerity represented destination as honest, warm, and welcome. The factor Competence represented a successful and technically modern destination. It retained only two items from the original model (technical and leader), but the rest of items captured the same aspect of destination, such as contemporary and glamorous destination in which upper class status were featured. The factor Sophistication also retained only two items from the original model (feminine and good-looking), which were related to physical attractiveness and appearance, but the rest of the items captured skilled and industrious desti-2 This research was supported by the Ministry of Education, Science, and Technological Development of Republic of Serbia (Grant No.176020 nation. It seems that sophisticated destinations are those that strongly rely on physical appearance to achieve success. It could be concluded that there is a cultural specificity in describing the tourist destinations.Keywords: Brand Personality Scale, tourist destination personality, Serbian tourists, factor validity, reliability primenjena psihologija, str. 37-61 SERBIAN ADAPTATION OF THE BRAND PERSONALITY SCALE (BPS) 39People are prone to assign human personality traits to inanimate objects (Aaker, 1996;Solomon, 1999). Anthropomorphism is present in everyday life, culture, and religion (Barrett & Keil, 1996;Guthrie, 1997). It is so pervasive because humans are not comfortable with what is non-human (Guthrie, 1997). Seeing everything through familiar, humanlike characteristics, comforts people and attenuates their fears of the unknown and unpredictable. People have extensive knowledge about themselves, and therefore it is reasonable to use themselves as models for interpreting the external non-material world (Guthrie, 1997).In this study, the focus is on anthropomorphism of the brand, specifically o...

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“…Turizm destinasyonlarının sayısının giderek artması, ulaşım imkanlarının kolaylaşması, boş zamanın artması ya da insanların boş zaman aktivitelerine daha fazla zaman ayırması, turistlerin destinasyon seçimini yaparken zorlanmalarına ya da daha seçici davranmalarına sebep olmaktadır (Echtner ve Ritchie, 1991). Destinasyon markalaşması sayesinde ortaya çıkan destinasyon kişiliği ile turistlerin destinasyona olan ilgisi artmakta ve turistlerin destinasyon seçimi etkilenebilmektedir (Murphy, Benckendorff ve Moscardo 2007;Kumar ve Nayak, 2014). Destinasyon kişiliği, markaya ait kişilik özelliklerinin destinasyonlarda da görülebileceği düşüncesi ile ortaya çıkmıştır.…”

Section: Destinasyon Kişiliğiunclassified

“…Aaker (1997)'a ait Marka Kişiliği Ölçeğinin kullanıldığı çalışmada, destinasyonların da kişiliğe sahip olduğu, marka kişiliğinde olduğu gibi insanlara ait kişilik özelliklerinin destinasyonlara da atfedilebileceği sonucuna ulaşmışlardır. Bu duruma yapılan çalışmalardan örnek verecek olursak; Murphy, Benckendorff ve Moscardo (2007), Avusturalya'da bulunan Withsunday adalarının kişilik özelliklerini entelektüel, başarılı, zeki, büyüleyici, güvenilir, çağdaş, yetkin, dürüst, samimi, gerçekçi, erdemli, heyecan verici, neşeli, esprili, hayalperest, sert, dayanıklı, cüretkar olarak belirlemiştir. Şahin ve Baloğlu (2011) ise İstanbul'un destinasyon kişiliğini belirlemek istemiş ve çalışma sonucunda şu kişilik özellikleri elde elde edilmiştir: yetkin ve modern, özgün, samimi, havalı ve trendi, keyifli, gerçekçi, heyecan verici, esprili, basit, erkeksi, batılı, dayanıklı, egzotik, muhafazakar ve eğlenceli.…”

Section: Destinasyon Kişiliğiunclassified

“…Destinasyonların kendilerine ait özellikleri ön plana çıkarmak istedikleri ve destinasyon kişiliğinin de son dönemlerde giderek önem kazandığı görülmektedir (Murphy, Benkendorff ve Moscardo 2007; Uşaklı ve . Destinasyon kişiliği sayesinde, turistlerin beklentileri karşılanabilmekte ve destinasyonlar arasında farklılaşmak mümkün olabilmektedir (Ekinci ve Hosany, 2006;Murphy, Benckendorff ve Moscardo 2007). Ayrıca, destinasyon kişiliğinin turistlerin davranışsal niyetleri (olumlu izlenim edinme, tekrar ziyaret ve tavsiye etme niyeti) üzerinde etkisinin olduğu yapılan çalışmalarda görülmektedir (Ekinci, Sarıkaya-Türk ve Baloğlu, 2007; Uşaklı ve Xie ve Lee, 2013;Hultman, Skarmeas, Oghazi ve Beheshti, 2015;Ajanovic ve Çizel, 2016).…”

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Destinasyon Kişiliğinin Turistlerin Davranişsal Niyetleri Üzerindeki Etkisi: Şanliurfa Örneği

Ülkü¹

2017

jisr

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ÖzBu çalışmanın amacı, Şanlıurfa ili destinasyon belirlenmesi ve belirlenen bu kişiliğin yerli turistlerin davranışsal niyetleri üzerindeki etkisini açıklamaktır. Anket formu oluşturmak için Aaker'ın (1997) geliştirdiği marka kişiliği ölçeği kullanılmıştır. Çalışmada elde edilen veriler açıklayıcı faktör ve regresyon analizi ile test edilmiştir. Araştırma sonucu olarak "samimiyet" boyutunun bütün kişilik boyutları arasında davranışsal niyetler üzerinde en etkili ve olumlu yönde etkiye sahip boyut olduğu belirlenmiştir. Ayrıca "samimiyet" boyutu tavsiye etme niyeti ve olumlu izlenim edinme davranışı üzerinde en fazla etki seviyesine sahipken "heyecan ve entelektüellik" boyutu ise tekrar ziyaret etme niyeti üzerinde en fazla etki seviyesine sahiptir. Bu çalışmanın tarihi ve kültürel açıdan zengin turistik kaynaklara sahip olan Şanlıurfa'nın destinasyon kişiliğini ortaya koymasının yanı sıra konuyla ilgili literatüre katkı sağlayacağı düşünülmektedir.Anahtar Kelimeler: Destinasyon Kişiliği, Davranışsal Niyet, Şanlıurfa. AbstractThe aim of this research is to determine the destination personality of Şanlıurfa and to explain the effect of destination personality on behavioral intentions. Brand Personality Scale (BPS) of Aaker (1997) was used in this study for questionnare. Data were analysed with explanatory factor and regression analyses. As a result of the study, it is determined that among the all personality dimensions "sincerity" dimension has the most influence level which is positively on tourists' behavioral intentions. While "sincerity dimension" has the most influence level on recommend intention and getting favourable impression, "excitement and sophisticated dimension" has the most influence level on revisit intention. It is thought that this study will contribute to the related literature, also it will reveal the destination personality of Şanlıurfa which has rich historical and cultural resources.

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Linking Travel Motivation, Tourist Self-Image and Destination Brand Personality

Cited by 200 publications

References 23 publications

Urban tourist motivations: why visit Ljubljana?

Urban tourist motivations: why visit Ljubljana?

Serbian Adaptation of the Brand Personality Scale (Bps): an Application to Tourism Destinations

Destinasyon Kişiliğinin Turistlerin Davranişsal Niyetleri Üzerindeki Etkisi: Şanliurfa Örneği

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