Aaker and Destination Personality
Carolyn Sang-Downer, Director, Jamaica
I did my dissertation on destination personality. In my questionnaire, respondents were asked to indicate, using a Likert scale, how descriptive the adjectives were in describing the destination.
My findings found Aaker's Brand Personality scale to be a valid measure of destination personality
. However my studies - and others which I examined - showed that the descriptions are limited, and that traits that are more descriptive of destinations should be included.