Abstract
Destination personality, as a viable metaphor of destination marketing, has attracted considerable attention, although empirical studies on this concept remain few. Based on tourism marketing literature, a model depicting the relationships among cognitive destination image, destination personality, and behavioral intentions is proposed. Using an on-site survey of 500 foreign tourists visiting Beijing, an emerging destination, the current study empirically validates that (a) competence, excitement, sophistication, and ruggedness are four building blocks of destination personality; (b) built environment, socially responsible environment, and local people are important in projecting destination personality; and (c) destination personalities-such as competence, excitement, and sophistication-drive tourists' behavioral intentions. The current study provides theoretical implication for knowledge advancement and managerial implications for destination marketing.
Original language | English |
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Pages (from-to) | 538-556 |
Number of pages | 19 |
Journal | Journal of Travel and Tourism Marketing |
Volume | 30 |
Issue number | 6 |
DOIs | |
Publication status | Published - 1 Aug 2013 |
Keywords
- behavioral intentions
- Beijing
- Cognitive destination image
- destination personality
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing