Using brand personality to differentiate regional tourism destinations

Murphy, L., Moscardo, G. and Benckendorff, P. (2007) Using brand personality to differentiate regional tourism destinations. Journal of Travel Research, 46 1: 5-14. doi:10.1177/0047287507302371

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Author Murphy, L.
Moscardo, G.
Benckendorff, P.
Title Using brand personality to differentiate regional tourism destinations
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 0047-2875
1552-6763
Publication date 2007-08-01
Sub-type Article (original research)
DOI 10.1177/0047287507302371
Volume 46
Issue 1
Start page 5
End page 14
Total pages 10
Place of publication Thousand Oaks, CA, U.S.A.
Publisher Sage Publications
Language eng
Abstract Destination branding is growing rapidly as an approach to tourism destination promotion. While this concept has been borrowed from the world of general consumer goods and applied in a number of national tourism destinations, academic analysis of the value and effectiveness of destination branding has emerged more slowly. The present article addresses this paucity of academic scrutiny by examining the value of the destination brand personality construct in distinguishing between two regional tourism destinations. A survey of 480 tourists was conducted adjacent to the Great Barrier Reef in Northern Australia to gather data about the destination image attributes of two regional destinations that were branded by a state destination marketing organization. The results indicated that tourists were able to articulate different destination brand personalities for each region. The results also indicated that more work might need to be done to adapt existing frameworks of brand personality to the tourism context.
Keyword Destination branding
Image
Personality
Self-congruence
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Wed, 04 May 2011, 20:01:29 EST by Dr Pierre Benckendorff on behalf of School of Tourism