Destination personality, as a viable metaphor of destination marketing, has attracted considerable attention, although empirical studies on this concept remain few. Based on tourism marketing literature, a model depicting the relationships among cognitive destination image, destination personality, and behavioral intentions is proposed. Using an on-site survey of 500 foreign tourists visiting Beijing, an emerging destination, the current study empirically validates that (a) competence, excitement, sophistication, and ruggedness are four building blocks of destination personality; (b) built environment, socially responsible environment, and local people are important in projecting destination personality; and (c) destination personalities-such as competence, excitement, and sophistication-drive tourists' behavioral intentions. The current study provides theoretical implication for knowledge advancement and managerial implications for destination marketing. © 2013 Copyright Taylor and Francis Group, LLC.
CITATION STYLE
Xie, K. L., & Lee, J. S. (2013). Toward The Perspective Of Cognitive Destination Image And Destination Personality: The Case Of Beijing. Journal of Travel and Tourism Marketing, 30(6), 538–556. https://doi.org/10.1080/10548408.2013.810993
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