Do Perceived Culture Personality Traits Lead to a More Favourable Rating of Countries as Tourist Destinations?

Tamás Gyulavári () and Erzsébet Malota ()
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Tamás Gyulavári: Corvinus University of Budapes
Erzsébet Malota: Corvinus University of Budapes

Tržište/Market, 2018, vol. 30, issue 1, 77-91

Abstract: Purpose – The main purpose of our study was to investigate the effect of perceived culture personality (CP) on the evaluation of a country as an ideal tourist destination. A new culture personality scale has been developed for the analysis, and this paper aims to implement it in a destination marketing context. Design/Methodology/Approach – As a result of the scale construction procedure, based on extensive qualitative studies, a 51-item semantic differential scale was developed and tested. A sample of 216 Hungarian and 47 French university students has been surveyed. Findings and implications – The regression model proves the connections between perceived culture personality and the evaluation of a culture as a tourist destination. The most influencing personality traits of the culture are also identified. Based on the results, destination managers can refine their marketing communication plan, especially among younger target segments.Limitations – The generalizability of the results is subject to some limitations due to the student sample used. Originality – Both the scale developed and the effects revealed contribute to the research field.

Keywords: culture personality (CP); tourist destinations; scale development (search for similar items in EconPapers)
Date: 2018
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