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The role of destination personality fit in destination branding: antecedents and outcomes
Leeds University.
Luleå University of Technology.
Södertörn University.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)In: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 34, no 12, 1073-1083 p.Article, review/survey (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
John Wiley & Sons, 2017. Vol. 34, no 12, 1073-1083 p.
Keyword [en]
Ad awareness, Destination personality, Fit, Place branding, Structural equation modeling
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-68623DOI: 10.1002/mar.21047OAI: oai:DiVA.org:lnu-68623DiVA: diva2:1155367
Available from: 2017-11-07 Created: 2017-11-07 Last updated: 2017-11-09Bibliographically approved

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Oghazi, PejvakMostaghel, Rana
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • 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