Destination Personality

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Destination Personality
van Meer, Student (University), Netherlands

I am applying the personality dimension to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker or McCray & Costa with their big five personality traits) because Aaker only describes positive traits, no negative ones, while this is possible as well. And the big five does. Any advice?

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.



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