Journal of Travel Research

 

Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here to learn more!

Click here for more information

Sign In to gain access to subscriptions and/or personal tools.
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Murphy, L.
Right arrow Articles by Benckendorff, P.
Right arrow Search for Related Content
Social Bookmarking
 Add to CiteULike   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati  
What's this?
Journal of Travel Research, Vol. 46, No. 1, 5-14 (2007)
DOI: 10.1177/0047287507302371
© 2007 SAGE Publications

Using Brand Personality to Differentiate Regional Tourism Destinations

Laurie Murphy

James Cook University,Townsville, Australia

Gianna Moscardo

James Cook University,Townsville, Australia

Pierre Benckendorff

James Cook University,Townsville, Australia

Destination branding is growing rapidly as an approach to tourism destination promotion. While this concept has been borrowed from the world of general consumer goods and applied in a number of national tourism destinations, academic analysis of the value and effectiveness of destination branding has emerged more slowly. The present article addresses this paucity of academic scrutiny by examining the value of the destination brand personality construct in distinguishing between two regional tourism destinations. A survey of 480 tourists was conducted adjacent to the Great Barrier Reef in Northern Australia to gather data about the destination image attributes of two regional destinations that were branded by a state destination marketing organization. The results indicated that tourists were able to articulate different destination brand personalities for each region. The results also indicated that more work might need to be done to adapt existing frameworks of brand personality to the tourism context.

Key Words: Destination branding • image • personality • self-congruence


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati    What's this?