Toward The Perspective Of Cognitive Destination Image And Destination Personality: The Case Of Beijing |
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Authors: | Karen L. Xie Jin-Soo Lee |
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Affiliation: | 1. Daniels College of Business and the Fritz Knoebel School of Hospitality Management at University of Denver, Joy Burns Center , 2044 E. Evans Avenue, Denver , CO , 80208 , USA tomorrowjiajia@hotmail.com;3. School of Hotel and Tourism Management at The Hong Kong Polytechnic University in Kowloon , Hong Kong , SAR , China |
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Abstract: | 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. |
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Keywords: | Cognitive destination image destination personality behavioral intentions Beijing |
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