Destination Personality: Scale Development And Validation

Journal of Hospitality and Tourism Research - Tập 42 Số 1 - Trang 3-25 - 2018
Vikas Kumar1, Jogendra Kumar Nayak2
1Indian Institute of Management Sirmaur, Himachal Pradesh, India
2Indian Institute of Technology Roorkee, Uttarakhand, India

Tóm tắt

The main objective of this research was to develop a scale for measuring destination personality of India. A list of human personality traits was generated from previous personality scales, and in-depth interviews were conducted among foreigners visiting India. A two-phase study was conducted to reduce the personality traits and to identify the underlying factor structure. The results indicate that destination personality of India is a multidimensional construct composed of six main dimensions: courteousness, vibrancy, conformity, liveliness, viciousness, and tranquility. In the first phase, a survey was conducted among a sample of 177 foreigners. In the second phase, a sample of 152 foreigners was collected to further refine the scale. A reduced scale with 23 items having the same psychometric properties and stability as the full 35-item scale was proposed. The article discusses the marketing applications of the scale for positioning destinations and estimating the relative impact of the personality dimensions on attitudes toward product-destination attitudes, and travel-destination attitude, and overall destination attitude.

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Thông tin xuất bản

Journal of Hospitality and Tourism Research

Tập 42 Số 1

3-25

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