Destination Image and Destination Personality

Abstract

This article investigates the relationship between brand image and brand personality. In the generic marketing literature, several theoretical frameworks exist to understand brand image and brand personality but still, much confusion surrounds the nature of the relationship between the two constructs. Drawing on the findings of two studies and using tourism destinations as a setting, this article contributes to this long-standing debate. Results indicate that destination image and destination personality are related concepts. Canonical correlation analyses reveal that the emotional component of destination image captures the majority of variance on destination personality dimensions.