Destination Personality and its Antecedents and Consequences: An Application of Product Branding to Destination Branding


โดย Piyaporn Auemsuvarn, ผศ.ดร.ปิยะ งามเจริญมงคล อาจารย์ประจำคณะบริหารธุรกิจ


The objective of this study was to empirically develop a new unified model of destination personality and its antecedents and consequences (DPAC) by examining the interactive effects between three destination branding variables, namely, destination experience (DE), destination personality (DP), and destination identity (DI), and the tourist-destination relationship (TDR), which is identified as a nostalgic connection.

These relationships affect tourists’ behavioral intentions which include revisit intention and spreading positive word of mouth following Bagozzi’s (1992) reformulation of attitude theory and Wright’s (2006) basic cognitive behavior model theory. The findings in this study also extend the body of knowledge in the literature and provide practical destination branding strategies.