Destination Personality

Brand 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?


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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