Development and validation of a destination personality scale for mainland Chinese travelers

Li Pan, Meng Zhang, Dogan Gursoy and Lu Lu

Tourism Management, 2017, vol. 59, issue C, 338-348

Abstract: This study aims to develop a destination personality scale utilizing a sample of mainland Chinese travelers and examine the impact of this new scale on tourists' travel attitudes and behaviors using a two-step mixed method approach. Results yield an 18-item five-dimensional destination personality scale (competence, sacredness, vibrancy, femininity, and excitement) with desirable reliability, construct validity, and predictive validity. Except for “vibrancy”, the other four dimensions are found to be significant determinants of travelers’ actual self-congruity, ideal self-congruity, and destination loyalty. Results suggest that “competence” and “femininity” are the primary determinants of three criterion variables when all other dimensions are controlled for. This study provides empirical evidence for the necessity of developing a culture-specific destination personality scale under the Chinese cultural context. Destination managers could use this scale to evaluate and identify their primary destination personality characteristics, and adjust their current promotion strategies to target travelers from mainland China more effectively.

Keywords: Destination personality; Brand personality; Cross-cultural; Scale development; Chinese travelers (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:59:y:2017:i:c:p:338-348

DOI: 10.1016/j.tourman.2016.08.005

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