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Title: Destination Personality: Scale Development And Validation
Authors: Kumar V.
Nayak, Jogendra Kumar
Published in: Journal of Hospitality and Tourism Research
Abstract: 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. © 2014, © 2014 International Council on Hotel, Restaurant and Institutional Education.
Citation: Journal of Hospitality and Tourism Research (2018), 42(1): 3-25
Issue Date: 2018
Publisher: SAGE Publications Inc.
Keywords: destination image
destination personality
tourism research
ISSN: 10963480
Author Scopus IDs: 7404634666
Author Affiliations: Kumar, V., Indian Institute of Management SirmaurHimachal Pradesh, India
Nayak, J.K., Indian Institute of Technology RoorkeeUttarakhand, India
Appears in Collections:Journal Publications [MS]

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