Multifaceted Destination Personality Traits : A Short Communication on Understanding from Tourists’ Perspective

Authors

  •   Sabari Shankar R. Pedagogical Research Associate, IIMBx Digital Initiative, Indian Institute of Management Bangalore, Bilekahalli, Opp. Apollo Hospital, Bangalore – 560 076, Karnataka
  •   John Paul Raj V. Assistant Professor, School of Business and Management, CHRIST Deemed to be University, Hulimavu, Bannerghatta Road, Bangalore – 560 076, Karnataka

DOI:

https://doi.org/10.17010/ijom/2022/v52/i3/168657

Keywords:

Destination

, Personality Traits, Branding, Tourists, Perception.

Paper Submission Date

, August 10, 2021, Paper Sent Back for Revision, December 20, Paper Acceptance Date, December 30, Paper Published Online, March 15, 2022.

Abstract

This short communication is an extract from a major research work on destination branding, and this cull out of analysis focused on the multifaceted destination personality traits that the destinations possess and perhaps how such perceptions of tourists differ based on the selected personal factors. Though there are many studies in the destination branding literature, the evidence regarding the personality traits is still at the stage of progression, and approaches referring to multifaceted personality traits are unseen. After the pilot testing, a structured questionnaire was floated to 400 tourists who visited the selected destinations – a district in Tamil Nadu, India, between June 2019 and February 2020, where 327 responses were finalized. The questionnaire had statements measuring the destination’s personality traits and other questions on tourists’ characteristics. Combined mean calculation and multivariate results revealed that two personality traits, welcoming and friendly, were emphasized by the tourists and perceived in common. Also, personality traits such as spiritual and charming were found to be commonly perceived. The mean values also indicated the existence of multifaceted destination personality traits – some inherent and some perceived. Marketers and others thereof have been recommended on the branding and advertising strategies based on the outcome of this communication. The limitations and scope of this research have been indicated.

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Author Biographies

Sabari Shankar R., Pedagogical Research Associate, IIMBx Digital Initiative, Indian Institute of Management Bangalore, Bilekahalli, Opp. Apollo Hospital, Bangalore – 560 076, Karnataka

ORCID iD : https://orcid.org/0000-0003-2463-2355

John Paul Raj V., Assistant Professor, School of Business and Management, CHRIST Deemed to be University, Hulimavu, Bannerghatta Road, Bangalore – 560 076, Karnataka

ORCID iD : https://orcid.org/0000-0002-8682-8460

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Published

2022-03-15

How to Cite

R., S. S., & V., J. P. R. (2022). Multifaceted Destination Personality Traits : A Short Communication on Understanding from Tourists’ Perspective. Indian Journal of Marketing, 52(3), 50–59. https://doi.org/10.17010/ijom/2022/v52/i3/168657

Issue

Volume 52, Issue 3, March 2022

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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