e-journal

Projected and Perceived Destination Brand Personalities: The Case of South Korea

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Abstract.
A destination can seek to convey a certain brand personality through various branding strategies and advertising messages. However, consumers may interpret the communicated messages through the prism of their own perceptions and thus may respond differently to a brand message than was intended. This research attempted to understand the relationship between the perceived and projected destination brand personalities, using South Korea as a case in point. The projected destination personality was assessed through analyzing the contents of the official Korean tourism website, while the perceived destination personality was determined from a survey conducted among a sample of U.S. travelers. The findings revealed significant discrepancies between the two. This research established a methodological framework that could become a practical tool for tourism marketing organizations in their efforts to determine and eliminate potential destination personality incongruence.

Keywords:
destination branding, destination image, destination personality, projected and perceived, tourism in South Korea

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Ketersediaan

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Informasi Detail

Judul Seri

Journal of Travel Research

No. Panggil

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Penerbit

London : SAGE Publications Ltd., 2013

Deskripsi Fisik

Journal of Travel Research 52(1) 117– 130

Bahasa

English

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

52(1)

Subjek

PARIWISATA DAN TRAVEL

Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

Lampiran Berkas

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