Analyzing the Brand Personality of Athens

Pinelopi Athanasopoulou (), Apostolos N. Giovanis and Spyros Binioris
Additional contact information
Pinelopi Athanasopoulou: University of Peloponnese
Apostolos N. Giovanis: University of West Attica
Spyros Binioris: University of West Attica

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 593-599 from Springer

Abstract: Abstract In recent years, the concept of Βrand Personality is increasingly important in the tourism industry. The personality of businesses and destinations is analyzed by various researchers. The purpose of this study is to analyze the Brand Personality of Athens as a destination from the tourist’s perspective. A survey was conducted with a sample of tourists in 2018. A structured questionnaire in English was distributed to tourists in a central area of Athens. A total of 118 valid questionnaires were collected and analyzed with SPSS. Results show that on the whole tourists are mostly positive and moderate in their evaluation of brand personality of Athens. Athens scores higher in the Charming dimension and is described as particularly cool, imaginative and sentimental. On the other hand, while the dimension Outdoorsy gets the lowest score Athens is perceived as wholesome. Furthermore, tourists feel that the brand personality of Athens lacks in the excitement dimension, especially in the exciting, original and cheerful characteristics whereas the best score in this dimension is young and spirited. Finally, the competence dimension shows that Athens is particularly feminine, friendly and intelligent but needs to be supported to enhance the characteristics of successful, confident and smooth. This study serves as a guide to the city of Athens in managing brand personality. Future research can extend the sample and provide a more detailed analysis of the Athens brand personality.

Keywords: Brand personality; Tourism; Destination branding (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-030-36126-6_66

Ordering information: This item can be ordered from
http://www.springer.com/9783030361266

DOI: 10.1007/978-3-030-36126-6_66

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().