Destination Brand Personality of Portugal for the Russian-Speaking Market

Taisiya Chaykina (), Manuela Guerreiro () and Júlio Mendes ()
Additional contact information
Taisiya Chaykina: University of Algarve, Postal: Petrozavodsk State University, Carelia, Russia, http://www.petrsu.ru/general_e.html
Manuela Guerreiro: University of Algarve, Postal: Research Centre for Spatial and Organizational Dynamics, Faculty of Economics, University of Algarve, Faro, Portugal, http://www.cieo.pt
Júlio Mendes: University of Algarve, Postal: Research Centre for Spatial and Organizational Dynamics, Faculty of Economics, University of Algarve, Faro, Portugal, http://www.cieo.pt

Journal of Tourism, Sustainability and Well-being, 2014, vol. 2, issue 1, 23-40

Abstract: Nowadays brand personality is admitted to be one of the essential parts of brand strategy. It has also become a popular aspect of destination branding due to the fact that destinations are constantly competing for visitors attention in various ways. The term of branding has been first applied to marketing of services or places since the 1990’s. Later on it was broadened and utilized by specialists in the field of tourism marketing. Tourism brand personality is a relatively new one and there are only few works devoted to brand personality of countries as tourism destinations. Keeping in mind the novelty of the research area, this study was planned as exploratory in nature. The stated goal of the research is: to identify the brand personality attributes ascribed to Portugal by the Russian-speaking market and compare the possible existing differences of attributes among the subgroups of the study (actual visitors and possible future visitors). The results of this research might be interesting to the local officials and to business representatives as it highlights the main attributes of Portugal brand personality from the Russian speaking people’s point of view.

Keywords: Brand Personality; Nation Brand Personality; Tourism Destination (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.cieo.pt/journal/J_1_14/article2.pdf Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:jspord:0020

Access Statistics for this article

Journal of Tourism, Sustainability and Well-being is currently edited by Patrícia Pinto

More articles in Journal of Tourism, Sustainability and Well-being from Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve University of Algarve, Faculty of Economics, Campus de Gambelas, 8005-139 Faro, Portugal, Coordinator of the Centre: Prof. Patrícia Pinto, E-mail: pvalle@ualg.pt. Contact information at EDIRC.
Bibliographic data for series maintained by Silvia Fernandes ().