A Research for Determining the Relationship between Destination Image and Destination Personality

Abstract

The aim of this study was to determine the relationship between destination image and destination personality. The sample group of the study consisted of tourists visiting Alanya district of Antalya province between June and August 2013. A brand personality scale developed by Aaker (1997) and a survey used for grading the destination image were used as tools for collecting data which were obtained from a total of 395 tourists for the application. Descriptive analyses such percentage, frequency, factor analysis (confirmatory and explanatory) as well as statistical tests such as the reliability analysis were used for analyzing the obtained data. In addition the relationship between destination image and destination personality was analyzed with the Structural Equation Modeling (SEM) At the conclusion of the study there appeared to be negative and very weak relationship between affective image and destination personality while the relationship between cognitive image and destination personality appeared to be positive and strong. In addition Aaker’s (1997) 5 dimensional brand personality grading turned out to be 4 dimensions. These dimensions were determined as excitement, ruggedness, competence and sincerity.