The Influence of Destination Personality on Brand Image Evaluation Among Archaeological Tourists

KoK, Shiong Pong; Noor, Shuhaida Md

doi:10.17576/jkmjc-2015-3101-07

Cited by 3 publications

(2 citation statements)

References 31 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Strong, technical and successful expressions in the second dimension that emerged in the study have been also included in the "competence" dimension in Aaker's (1997) scale. All of these personality expressions have also included under the "competence" dimension in Pong and Noor's (2015) study to measure the brand personality of the Lenggong Valley. Based on this, the second dimension of Göbeklitepe Ruins have been named as "competence".…”

Section: Findings and Discussionmentioning

confidence: 99%

Brand Personality of Göbeklitepe Archaeological Site as a Cultural Heritage Value

Dülgaroğlu

2022

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi

View full text Add to dashboard Cite

Ören yerleri sahip oldukları çeşitli özellikler ile önemli turizm çekim merkezleridir. Bu gibi destinasyonların insana has birtakım kişilik özellikleriyle nitelenmesi mümkündür. Ören yerleri de tıpkı diğer destinasyonlar gibi kişilik özellikleriyle nitelenerek ziyaretçilerin zihinlerinde somutlaştırılabilir. Böylece rekabet avantajı elde edebilirler. Bu çalışma, Türkiye'nin önemli arkeolojik sit alanları arasında yer alan Göbeklitepe Ören Yeri’nin marka kişiliğin ziyaretçilerin görüşleri doğrultusunda tespit edilmesi amacıyla yapılmıştır. Bu çalışmanın yapılabilmesi için gerekli olan etik kurul izni, Çanakkale Onsekiz Mart Üniversitesi Lisansüstü Eğitim Enstitüsü Bilimsel Araştırmalar Etik Kurulu'nun 30.09.2021 tarihindeki 17/19 sayılı kararıyla alınmıştır. Çalışmada Göbeklitepe Ören Yeri’nin marka kişiliği, Tripadvisor.com web sitesinde bölgeyi ziyaret eden ziyaretçilerin yorumları değerlendirilerek belirlenmeye çalışılmıştır. Bu kapsamda, nitel araştırma yöntemlerden biri olan içerik analizi yönteminden yararlanılarak ilgili web sitesindeki yorumlar analiz edilmiştir. Sonuç olarak, Göbeklitepe Ören Yeri’nin marka kişiliğinin özgünlük-heyecan, yetkinlik ve seçkinlik-sağlamlık olmak üzere üç boyut ile ön plana çıktığı tespit edilmiştir. Böylece, elde edilen sonuçlara paralel olarak öneriler geliştirilmiştir.

show abstract

Section: Findings and Discussionmentioning

confidence: 99%

Brand Personality of Göbeklitepe Archaeological Site as a Cultural Heritage Value

Dülgaroğlu

2022

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi

View full text Add to dashboard Cite

show abstract

“…Psychology scholars subsequently analyzed thousands of words and identified five human personality categories, which became known as the Big Five: Agreeableness, Extroversion, Conscientiousness, Emotional Stability, and Openness (Goldberg, 1992). Marketing academics subsequently attempted to apply the Big Five to constructing a BP scale for brands (Davies et al, 2018; Geuens et al, 2009; KoK & Md Noor, 2015), or to apply the Big Five personality categories to measuring brands (Bosnjak et al, 2007; Caprara et al, 2001; Milas & Mlačić, 2007).…”

Section: Introductionmentioning

confidence: 99%

A Model for Brand Personality Word Embedding: Identifying UNESCO World Heritage Personality Categories

Hassan

Zerva

Aulet

2023

Journal of Travel Research

View full text Add to dashboard Cite

Despite having received considerable academic attention, existing brand personality (BP) scales are difficult to generalize and likely need further development. The aim of this study was to design a novel method for constructing context driven-BP categories through the use of a multi-disciplinary approach and advances in personality studies in psychology and natural language processing. Based on a textual analysis that relies on devising hypotheses of psycholexical representation and the distributed representation of words, the aforementioned method was employed to explore World Heritage Site (WHS) personalities using information from all 1,121 UNESCO World Heritage Sites (WHSs) and 9,920 user-generated reviews on TripAdvisor. The study identified a 192-item WHS personality dictionary organized into five clusters: Exceptionality; Attractiveness; Identification; Responsibility; and Prominence. These categories could be employed to measure other tourism attractions. The results show that UNESCO strongly associates WHSs with the attributes of Attractiveness and Identification.

show abstract

Personality and image as predictors of the intention to revisit and recommend tourist destinations

Cruz-Tarrillo

Zea²,

Tarqui

2023

Innovative Marketing

View full text Add to dashboard Cite

Undeniably, the new normality caused by COVID-19 presents an enormous challenge for tourist destinations to become more attractive to visitors. Thus, the purpose of this study is to analyze the impact of destination personality and image on tourist behavior in Peru. This quantitative and cross-sectional analysis targeted 998 national tourists via a non-probabilistic convenience sampling. The study employed AMOS 24 statistical software for exploratory and confirmatory factor analysis. The results showed positive effects of social innovativeness (β = 0.374), performance (β = 0.404), and honesty (β = 0.191) on an affective image. Likewise, the study confirms the favorable effects of social innovativeness (β = 0.524), performance (β = 0.156), and honesty (β = 0.280) on a cognitive image. Furthermore, the effects of a cognitive image on the intention to revisit (β = –0.756) and intention to recommend (β = –0.756) are also measured. In addition, the findings support the positive effects of an affective image in intention to revisit (β = 1.549) and intention to recommend (β = 1.547); all results obtained a significance less than 0.05 (p &lt; 0.001). This study concludes that brand personality is a valuable concept that can suggest strategies to improve the brand image, so the personality of tourist destinations should be congruent with the personality of tourists.

show abstract

The Influence of Destination Personality on Brand Image Evaluation Among Archaeological Tourists

Abstract: Archaeological tourism is becoming

Cited by 3 publications

References 31 publications

Brand Personality of Göbeklitepe Archaeological Site as a Cultural Heritage Value

Brand Personality of Göbeklitepe Archaeological Site as a Cultural Heritage Value

A Model for Brand Personality Word Embedding: Identifying UNESCO World Heritage Personality Categories

Personality and image as predictors of the intention to revisit and recommend tourist destinations

Contact Info

Product

Resources

About