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 -