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The role of destination personality fit in destination branding: Antecedents and outcomes
University of Leeds, Leeds, England.
Luleå tekniska högskola.
Södertörn University, School of Social Sciences, Business Studies.
Linneuniversitetet.
2017 (English)In: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 34, no 12, 1073-1083 p.Article in journal (Refereed) Published
Abstract [en]

Drawing from fit research in strategic management, this study develops and investigates a model predicting destination attitude and (re)visit intention. The study introduces the concept of destination personality fit on the basis of how well consumer perceptions of a tourist destination's brand personality fits that of what the destination brand manager wishes to convey. A model incorporating destination advertising awareness as an antecedent of destination personality and consumer-manager destination personality fit is tested on international consumers with the destination personality of Switzerland as the study setting. Structural equation modeling results reveal that destination advertising awareness does indeed relate positively to both stronger perceived destination personality and destination personality fit in consumers' minds. Interestingly, the subsequent destination personality-destination attitude relationship is moderated by consumer-manager destination personality fit in such a way that the link grows stronger in cases where fit is high. The results have important implications for destination brand managers in that they reinforce the importance of strong and distinct destination personalities. The findings also show the importance of actively communicating the destination brand to consumers since the positive outcomes of a strong destination personality increase in magnitude when successfully communicated, and the vision of the destination brand manager has been adopted by the consumer.

Place, publisher, year, edition, pages
2017. Vol. 34, no 12, 1073-1083 p.
Keyword [en]
ad awareness, destination personality, fit, place branding, structural equation modeling
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-33738ISI: 000414628500001Scopus ID: 2-s2.0-85033226975OAI: oai:DiVA.org:sh-33738DiVA: diva2:1160165
Available from: 2017-11-24 Created: 2017-11-24 Last updated: 2017-12-27Bibliographically approved

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Oghazi, Pejvak

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf