The Projected Destination Brand Personalities of European Capital Cities and their Positioning
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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Yn: Journal of Marketing Management, Cyfrol 35, Rhif 11-12, 08.2019, t. 1135-1158.
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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TY - JOUR
T1 - The Projected Destination Brand Personalities of European Capital Cities and their Positioning
AU - Hanna, Sonya
AU - Rowley, Jennifer
N1 - 2019 Taylor & Francis. This is the author accepted manuscript. The final version is available from Taylor & Francis via the DOI in this record.
PY - 2019/8
Y1 - 2019/8
N2 - Capital cities are significant drivers of visitation to their countries and therefore it is important to understand how the destination brand personalities (DBP) of capital cities are projected and positioned. Hence, the aim of this research is to develop a projected DBP scale for European capital cities, and to investigate their relative positioning. Content analysis of the cities’ main tourism websites was used to develop a projected brand personality scale. This was followed by correspondence analysis to investigate the relative positioning of the city brand personalities. The DBP scale included six dimensions: excitement, malignancy, peacefulness, competence, ruggedness and conservatism. Excitement is the most strongly communicated dimension across all cities, followed by peacefulness and competence. No city rated highly on ruggedness. The correspondence analysis clusters cities into three projected DBP groups: (1) Warsaw and Moscow, (2) Athens, Rome, Madrid, and Berlin, (3) Amsterdam, Paris and Vienna.
AB - Capital cities are significant drivers of visitation to their countries and therefore it is important to understand how the destination brand personalities (DBP) of capital cities are projected and positioned. Hence, the aim of this research is to develop a projected DBP scale for European capital cities, and to investigate their relative positioning. Content analysis of the cities’ main tourism websites was used to develop a projected brand personality scale. This was followed by correspondence analysis to investigate the relative positioning of the city brand personalities. The DBP scale included six dimensions: excitement, malignancy, peacefulness, competence, ruggedness and conservatism. Excitement is the most strongly communicated dimension across all cities, followed by peacefulness and competence. No city rated highly on ruggedness. The correspondence analysis clusters cities into three projected DBP groups: (1) Warsaw and Moscow, (2) Athens, Rome, Madrid, and Berlin, (3) Amsterdam, Paris and Vienna.
KW - Destination brand personality
KW - projected destination personality
KW - cities
KW - city positioning
U2 - 10.1080/0267257X.2019.1647274
DO - 10.1080/0267257X.2019.1647274
M3 - Article
VL - 35
SP - 1135
EP - 1158
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 11-12
ER -