Review paper
The measurement & conceptualization of destination personality
Abstract
Although brand personality has long been postulated in the marketing literature to have a significant effect on the consumer purchase process, the use of a personality construct in the tourism field to understand the tourist's preference and intentions is relatively new. The purpose of this study is to examine critically the concept of destination personality (DP). To explore the measurement and conceptualization techniques of destination...
Paper Details
Title
The measurement & conceptualization of destination personality
Published Date
Oct 1, 2014
Volume
12
Pages
88 - 93
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