Destination Personality




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van Meer
Student (University), Netherlands

Destination Personality

I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker's Model or the model by McCray & Costa with their big five personality traits).
Aaker only describes positive traits, no negative ones, while this is possible as well. The big five does describe negative traits. Any advice?
 
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Carolyn Sang-Downer
Director, Jamaica
 

Aaker's Brand Model and Destination Personality

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.

   

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