Destination brand identity: scale development and validation |
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Authors: | Sheng-Hshiung Tsaur Yu-Ting Yan |
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Institution: | Graduate Institute of Recreation, Tourism and Hospitality Management, National Chiayi University, Chiayi, Taiwan, ROC |
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Abstract: | Destination branding has become an important trend in modern tourism. However, few studies have explored the construct of destination brand identity. The purpose of this study is to develop a scale for measuring destination brand identity. We developed the initial constructs and survey questionnaire. Next, two surveys with the respective sample size of 251 and 272 were conducted. Through a rigorous instrument development process, the following five constructs were identified: destination image, destination quality, destination personality, destination awareness, and destination culture. The instrument was proven to have a good fit, reliability, and validity. The multidimensional scale provides an effective instrument for tourists to identify and differentiate a destination brand from other tourism destinations. Implications of these findings for practical applications and suggestions for future research are also provided. |
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Keywords: | Destination branding identity scale development measure |
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