Toward The Perspective Of Cognitive Destination Image And Destination Personality: The Case Of Beijing

ABSTRACT Destination personality, as a viable metaphor of destination marketing, has attracted considerable attention, although empirical studies on this concept remain few. Based on tourism marketing literature, a model depicting the relationships among cognitive destination image, destination personality, and behavioral intentions is proposed. Using an on-site survey of 500 foreign tourists visiting Beijing, an emerging destination, the current study empirically validates that (a) competence, excitement, sophistication, and ruggedness are four building blocks of destination personality; (b) built environment, socially responsible environment, and local people are important in projecting destination personality; and (c) destination personalities—such as competence, excitement, and sophistication—drive tourists' behavioral intentions. The current study provides theoretical implication for knowledge advancement and managerial implications for destination marketing.

[1]  N. Morgan,et al.  Contextualizing destination branding. , 2002 .

[2]  S. L. Richardson,et al.  Motion picture impacts on destination images , 2003 .

[3]  C. Fornell,et al.  Customer Satisfaction, Market Share, and Profitability: Findings from Sweden , 1994 .

[4]  M. Oppermann.  Convention destination images: analysis of association meeting planners' perceptions , 1996 .

[5]  Lois A. Mohr,et al.  A re-examination of socially responsible consumption and its measurement☆ , 2008 .

[6]  A. Tjoa,et al.  Information and Communication Technologies in Tourism , 1996, Springer Vienna.

[7]  Seyhmus Baloglu,et al.  A model of destination image formation , 1999 .

[8]  Robin J. B. Ritchie,et al.  A framework for an industry supported destination marketing information system , 2002 .

[9]  S. Fournier,et al.  Consumers and Their Brands: Developing Relationship Theory in Consumer Research , 1998 .

[10]  Yuksel Ekinci,et al.  Destination image and destination personality: An application of branding theories to tourism places , 2006 .

[11]  J. Crompton,et al.  Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley , 1991 .

[12]  M. Drumwright.  Socially Responsible Organizational Buying: Environmental Concern as a Noneconomic Buying Criterion , 1994 .

[13]  Josefa D. Martín,et al.  Factors influencing destination image , 2004 .

[14]  Alan Dick,et al.  Customer loyalty: Toward an integrated conceptual framework , 1994 .

[15]  David F. Larcker,et al.  Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics: , 1981 .

[16]  Yuksel Ekinci,et al.  Destination image and destination personality. , 2007 .

[17]  J. Hunt,et al.  An Analysis of State Image Change Over a Twelve-Year Period (1971-1983 , 1987 .

[18]  R. Cranley,et al.  Multivariate Analysis—Methods and Applications , 1985 .

[19]  Cathy H. C. Hsu,et al.  Measurement of Korean Tourists’ Perceived Images of Overseas Destinations , 2000 .

[20]  Hanna Schramm-Klein,et al.  The Influence of Self-Congruity, Brand Personality and Brand Performance on Store Loyalty , 2007 .

[21]  Stuart Levy,et al.  Destination Branding: Insights and Practices from Destination Management Organizations , 2005 .

[22]  D. Ogilvy,et al.  Confessions of an Advertising Man , 1963 .

[23]  M. Manfredo,et al.  Influencing Human Behavior: Theory and Applications in Recreation, Tourism, and Natural Resources Management , 1992 .

[24]  Yuksel Ekinci,et al.  Destination Personality: An Application of Brand Personality to Tourism Destinations , 2006 .

[25]  M. Sirgy,et al.  Using self-congruity and ideal congruity to predict purchase motivation , 1985 .

[26]  John L. Lastovicka,et al.  Improving the Detection of Personality-Behavior Relationships in Consumer Research , 1988 .

[27]  R. Bagozzi,et al.  The Construct Validity Of The Affective, Behavioral, And Cognitive Components Of Attitude By Analysis Of Covariance Structures. , 1978, Multivariate behavioral research.

[28]  David Bejou,et al.  Tourism destination marketing alliances , 1995 .

[29]  Nigel Morgan,et al.  Destination Branding: Creating the unique destination proposition , 2015 .

[30]  Robert W. Faff,et al.  Corporate Sustainability Performance and Idiosyncratic Risk: A Global Perspective , 2009 .

[31]  C. Cheung,et al.  Attributes affecting the level of tourist satisfaction with and loyalty towards theatrical performance in China: Evidence from a qualitative study , 2010 .

[32]  B. King,et al.  EVALUATING NATURAL ATTRACTIONS FOR TOURISM , 2002 .

[33]  P. Benckendorff,et al.  Linking Travel Motivation, Tourist Self-Image and Destination Brand Personality , 2007 .

[34]  M. Uysal,et al.  MARKET POSITIONING ANALYSIS: A Hybrid Approach , 2002 .

[35]  Bill Gertz.  The China threat : how the People's Republic targets America , 2000 .

[36]  Charlotte M. Echtner,et al.  The meaning and measurement of destination image. , 2003 .

[37]  U. Gretzel,et al.  Preparing for the New Economy: Advertising Strategies and Change in Destination Marketing Organizations , 2000 .

[38]  Detmar W. Straub,et al.  Structural Equation Modeling and Regression: Guidelines for Research Practice , 2000, Commun. Assoc. Inf. Syst..

[39]  V. Benet‐Martínez,et al.  Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. , 2001, Journal of personality and social psychology.

[40]  Flemming Hansen,et al.  Branding and advertising , 2003 .

[41]  E. Smit,et al.  Brands are just like real people , 2003 .

[42]  A. Parasuraman,et al.  The Behavioral Consequences of Service Quality , 1996 .

[43]  Heesup Han,et al.  Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process , 2009 .

[44]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[45]  Yu‐Shan Chen.  The Driver of Green Innovation and Green Image – Green Core Competence , 2008 .

[46]  Branding Britain , 2004 .

[47]  P. Valette-Florence,et al.  Aaker’s Brand Personality Scale in a French Context: A Replication and a Preliminary Test of Its Validity , 2015 .

[48]  J. Crompton,et al.  Quality, satisfaction and behavioral intentions , 2000 .

[49]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[50]  Elspeth Frew,et al.  The relationship between personality, gender, and tourism behavior , 1998 .

[51]  J. Nunnally,et al.  Psychometric Theory: NY. , 1978 .

[52]  Şafak Şahin.  Brand personality and destination image of Istanbul: A comparison across nationalities , 2008 .

[53]  Sally Dibb,et al.  The Marketing Planning Workbook , 1996 .

[54]  Joseph T. Plummer.  How Personality Makes a Difference , 2000, Journal of Advertising Research.

[55]  C. Chi,et al.  Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach , 2008 .

[56]  David A. Aaker,et al.  Converting Image Into Equity , 2013 .

[57]  E. Cohen.  Rethinking the sociology of tourism , 1979 .

[58]  Arnold Zellner,et al.  Introduction to Measurement with Theory , 2009 .

[59]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[60]  L. Moutinho,et al.  Tourist destination image. , 1989 .

[61]  R. Belk.  Possessions and the Extended Self , 1988 .

[62]  R. Calantone,et al.  The Critical Role of Product Quality in the International Performance of Industrial Firms , 2000 .

[63]  D. Forsyth.  Judging the morality of business practices: The influence of personal moral philosophies , 1992 .

[64]  John King,et al.  Destination marketing organisations—Connecting the experience rather than promoting the place , 2002 .

[65]  Susan Fournier,et al.  A Brand As a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality , 1995 .

[66]  J. Russell.  A circumplex model of affect. , 1980 .

[67]  L. Cai.  Cooperative branding for rural destinations , 2002 .

[68]  C. Cooper,et al.  Marketing and destination growth: A symbiotic relationship or simple coincidence? , 2003 .

[69]  B. Weiner.  An attributional theory of motivation and emotion , 1986 .

[70]  D. Walmsley,et al.  Appraisive images of tourist areas: application of personal constructs. , 1993 .

[71]  L. Pitt,et al.  What I say about myself: communication of brand personality by African countries. , 2007 .

[72]  D. Walmsley,et al.  Evaluative Images and Tourism: The Use of Personal Constructs to Describe the Structure of Destination Images , 1998 .

[73]  J. Aaker,et al.  Dimensions of Brand Personality , 1997 .

[74]  W. Gartner,et al.  The Impact of Tiananmen Square on China's Tourism Image , 1992 .

[75]  Seyhmus Baloglu,et al.  A Path Analytic Model of Visitation Intention Involving Information Sources, Socio-Psychological Motivations, and Destination Image , 2000 .

[76]  Michael Bosnjak,et al.  Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context , 2007 .

[77]  Irene Tilikidou,et al.  The effects of knowledge and attitudes upon Greeks' pro-environmental purchasing behaviour , 2007 .

[78]  I. Bosque,et al.  Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation , 2008 .

[79]  Timothy R. Graeff,et al.  Consumption situations and the effects of brand image on consumers' brand evaluations , 1997 .

[80]  Seyhmus Baloglu,et al.  Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents , 2001 .

[81]  Ş. Baloğlu.  Dimensions of Customer Loyalty Separating Friends from Well Wishers , 2002 .

[82]  Pierre Benckendorff,et al.  Using Brand Personality to Differentiate Regional Tourism Destinations , 2007 .

[83]  B. Leisen,et al.  Image segmentation: the case of a tourism destination , 2001 .

[84]  R. A. Lupton,et al.  Customer Portfolio Development: Modeling Destination Adopters, Inactives, and Rejecters , 1997 .

[85]  C. Hall,et al.  Geography, Marketing and the Selling of Places , 1997 .

[86]  M. Sirgy,et al.  Self-Congruity: Toward a Theory of Personality and Cybernetics , 1986 .

[87]  Maurice Patterson.  Re-appraising the concept of brand image , 1999 .

[88]  A. Pizam.  Green Hotels: A Fad, Ploy or Fact of Life? , 2009 .

[89]  Yuksel Ekinci,et al.  Host image and destination personality. , 2007 .

[90]  J. Kapferer,et al.  Do brand personality scales really measure brand personality? , 2003 .

[91]  Dongchul Han,et al.  The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification , 2001 .

[92]  K. Edwards,et al.  The Interplay of Affect and Cognition in Attitude Formation and Change , 1990 .

[93]  Nicolas Papadopoulos,et al.  Toward a Model of Consumer Receptivity of Foreign and Domestic Products , 2003 .

[94]  Peter O'Connor,et al.  User-Generated Content and Travel: A Case Study on Tripadvisor.Com , 2008, ENTER.

[95]  Francesco Ricci,et al.  Product Reviews in Travel Decision Making , 2006, ENTER.

[96]  A. Woodside.  Measuring Advertising Effectiveness In Destination Marketing Strategies , 1990 .

[97]  Claudio Barbaranelli,et al.  Brand personality: How to make the metaphor fit? , 2001 .

[98]  D. Aaker,et al.  The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences , 2013 .

[99]  Kye-Sung Chon,et al.  Tourism destination image modification process: Marketing implications , 1991 .

[100]  Ahmet Usakli,et al.  Brand personality of tourist destinations: An application of self-congruity theory , 2011 .

[101]  S. Breckler.  Empirical validation of affect, behavior, and cognition as distinct components of attitude. , 1984, Journal of personality and social psychology.

[102]  D. Aaker,et al.  Can Products and Brands Have Charisma , 2013 .

[103]  N. Morgan,et al.  Brand Wales: 'natural revival'. , 2002 .

[104]  B. Quinn.  Arts Festivals and the City , 2005, Culture-Led Urban Regeneration.

[105]  C. Ryan,et al.  Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions , 2004 .

[106]  David M. Smith,et al.  Qualitative Methods in Human Geography , 1988 .

[107]  John L. Crompton,et al.  Measuring novelty seeking in tourism. , 1992 .

[108]  J. Burgess,et al.  Decoding Docklands: place advertising and decision-making strategies of the small firm , 1988 .