destination personality, affective image and behavioral intentions

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516389JTRXXX10.1177/0047287513516389JournalofTravelResearchPapadimitriouetal.research-article2013ResearchArticleJournalofTravelResearch2015,Vol.54(3)302–315DestinationPersonality,AffectiveImage,©TheAuthor(s)2014Reprintsandpermissions:andBehavioralIntentionsinDomesticsagepub.com/journalsPermissions.navDOI:10.1177/0047287513516389UrbanTourismjtr.sagepub.com12DimitraPapadimitriou,ArtemisiaApostolopoulou,3andKyriaki(Kiki)KaplanidouAbstractThecollectiveinfluenceofdestinationpersonalityandaffectiveimageonoverallimageformationofadomesticurbandestinationandsubsequentlyitsinfluenceontourists’behavioralintentionswereexaminedinthisstudy.Thesampleconsistedof361urbantouristsandincludedbothpastvisitorsandnonvisitorsoftheurbandestinationunderstudy.Dataanalysisconfirmedtheinfluentialroleofdestinationpersonalityandaffectiveimageintheformationofoveralldestinationimageinbothsamples.Inturn,overallimagewasamediatoroftherelationshipsofdestinationpersonalityandaffectiveimagewithtourists’behavioralintentions(i.e.,intentiontorevisittheurbandestinationandintentiontorecommendthedestinationtoothers).Analysisofthedatasupportedatwo-factorsolutionofthedestinationpersonalityconstruct,withthepersonalitytraitsofsincerityandexcitementemerginginthedomesticurbancontexttoinfluencepastvisitors’andnonvisitors’overalldestinationimageperceptions.Keywordsdomesticurbantourism,destinationimage,affectiveimage,destinationpersonality,pastexperience,behavioralintentionsIntroductionconstitutesacriticalingredientforsuccessfuldestinationbranding(Cai2002;Qu,Kim,andIm2011),andaffectsThetermdestinationimagehasbeenusedtocaptureanindi-behavioralintentions(EkinciandHosany2006;Qu,Kim,vidual’sopinionsandimpressionsaboutadestinationandIm2011),thecollectiveinfluenceofprimarilyitsexpe-(Crompton1979)suggestingholisticimageriesinatourist’srientialcomponents(thusmoreaffectiveinnature)ontour-mind.Inthatsense,overallimagecanbecomeanimportantism-relatedintentionsislackingintheliterature.influenceofperceptionsandintentionstovisit.BeerliandSincethecorecomponentsoftourismproductsareexpe-Martín(2004,p.658)addedtothediscussionofthedestina-rientialandthusemotional(Aho2001)andsymbolic(Ekinci,tionimagedefinitionbysuggestingthatimageis“aconceptSirakaya-Turk,andPreciado2013),amorerecentstreamofformedbytheconsumer’sreasonedandemotionalinterpre-researchexplorestheconceptualstructureofdestinationtation”ofthedifferentaspectsofadestination.Formedbyaimagebyfocusingmoreonthepsychosocialnatureofthevarietyofinformationalandpromotionalsourcesaswellasconstruct.Sofar,studiesindicatethatbesidescognitiveele-travelers’personalknowledgeofanddirectexperiencewithments,affectiveimagecomponentscanaccountformorealocation,imageisadrivingforcebehindtheevaluationofvarianceinoverallimageevaluationsandpredictbehavioraladestinationanditsselectionforvisitation(Gartner1993).Itintentions(e.g.,BalogluandBrinberg1997;Balogluandoccupiesacentralroleintourists’assessmentofadestina-McCleary1999;Crompton1979;EchtnerandRitchie1991;tion’svaluethatisalsoenhancedbyawarenessofthatloca-Qu,Kim,andIm2011).Furthermore,d’AstousandBoujbeltionandattitudinalandbehavioralloyalty(Konecnikand(2007)suggestedthatvalue-expressivemeaningsoftheGartner2007).Similartoconsumerbrands,theimageofadestinationis1criticalinmakingitdesirableforprospectivevisitorsandUniversityofPatras,Patras,Greece2RobertMorrisUniversity,MoonTownship,PA,USAoffers“apre-tasteofthedestination”(FakeyeandCrompton3UniversityofFlorida,Gainesville,FL,USA1991,p.10).Thetourism-relatedliteraturehasacknowl-edgedthevalueofdestinationimageineffectivebrandingCorrespondingAuthor:Kyriaki(Kiki)Kaplanidou,DepartmentofTourism,RecreationandSportandtourismdestinationmarketing(BalogluandMcClearyManagement,CollegeofHealthandHumanPerformance,Universityof1999;BeerliandMartín2004;Cai2002).Nevertheless,Florida,190AFloridaGym,Gainesville,FL32611,USA.althoughimagedifferentiatesonedestinationfromanother,Email:kiki@hhp.ufl.eduDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 Papadimitriouetal.303destinations(i.e.,destinationpersonality)canbeessentialinintermsofwhatcomponentsconstitutethedestinationimageunderstandingdestinationimage,apointsupportedbyconstruct.Anumberofstudiesfocusexclusivelyonitscog-Hosany,Ekinci,andUysal(2006),whofoundarelationshipnitivedimension(e.g.,LeeandXie2011;Prayag2009)thatbetweendestinationpersonalityanddestinationimage.Thiscapturesbeliefsandknowledgeaboutthephysicalattributesisbecausetouristsextensivelydescribedestinationswithofadestination,whileotherstudieshaveacknowledgedthehumantraitsandsuchdescriptionsenablethemtodetermineaffectiveaspectofbrandimagethatencompassesfeelingsifadestinationiscongruenttoself(d’AstousandBoujbelandemotionsattachedtoadestination(Balogluand2007;Ekinci,Sirakaya-Turk,andPreciado2013).InarelatedMcCleary1999;Hosany,Ekinci,andUysal2007).Whenarea,researchershaveexaminedtheemotionalaspectsoftheboththecognitiveandaffectivecomponentsofdestinationtourismexperience(e.g.,Hosany2012;HosanyandGilbertimageareconsidered,researchhasconsistentlyhighlighted2010)andexploredtherelationshipbetweentourists’emo-thepowerfulroleofaffectiveimageintheevaluationofationsandspecificbehavioraloutcomes.Inoneofthosestud-destination(e.g.,BalogluandMcCleary1999;Hosany,ies,HosanyandGilbert(2010)developedtheDestinationEkinci,andUysal2007;SahinandBaloglu2011).EmotionScalethatidentifiedjoy,love,andpositivesurpriseMorespecifically,findingsbyBalogluandMcClearyasdominantemotionsamongholidaytourists.Theyfurther(1999)revealedthatalargeportionofthevariabilityintheshowedthatemotionsalongwithsatisfactionaresignificantoverallimageoffourinternationaldestinationswasexplainedpredictorsoftourists’intentiontorecommendthedestina-bytheaffectiveratherthanthecognitiveimagecomponent.tiontoothers.Alongthesamelines,RussellandPratt(1980)suggestedthatGiventhatexistingliteratureontheimpactofaffectiveaffectiveimagecanbeusedtoexplainbehavioralintentions,andpersonalityimagecomponentsontourists’behavioralanargumentsupportedbyEkinciandHosany(2006)whointentionshasbeenrelativelyfragmented(EkinciandHosanyshowedthataffectiveimage(withdestinationpersonality)2006;Ekinci,Sirakaya-Turk,andBaloglu2007;Hosany,wasabetterpredictorofintentiontorecommendadestina-Ekinci,andUysal2006;Hosany,Ekinci,andUysal2007;tiontoothers.Theimportanceoftourists’affectiveevalua-LeeandSuh2011;LeeandXie2011;Murphy,Benckendorff,tionsofadestinationinensuringpositiveattitudesandwordandMoscardo2007a,2007b;Murphy,Moscardo,andofmouthbehaviorhasalsobeenhighlightedinmorerecentBenckendorff2007;Prayag2007;SahinandBaloglu2011),work(Hosany2012;HosanyandGilbert2010).thereisinadequateunderstandingofhowaffectivedestina-RussellandSnodgrass(1987)reinforcedtheconnectiontionimagecomponentscontributetotheoverallimageofabetweenemotionalaspectsandbehaviorbyspecificallysay-destinationtoassistwiththemanagementofthecomplexingthat“behaviormaybeinfluencedbythe(estimated,per-processofdestinationbranding(Pittetal.2007).Totheceived,orremembered)affectivequalityofanenvironmentauthors’knowledge,nostudysofarhassimultaneouslyratherthanbyitsobjectiveproperties”(p.246).Existingevi-exploredthepredictivepowerofaffectivedestinationimagedenceofthesignificanceofaffectiveimageonadestina-andbrandpersonalityonoveralldestinationimageandtion’sattractiveness,alongwiththedearthofstudiesfocusingbehavioralintentions(e.g.,intentiontovisitthedestinationspecificallyonthedestinationpersonalityaspectsofdestina-andintentiontorecommendtoothers).Thisisimportanttionimage,warrantacloserexaminationoftheemotionalbecauseifcertaindestinationbrandcomponentsaremorecomponentsofimage,perhapsevenseparatelyfromthecog-influentialthanothersintheformationofsummaryjudg-nitivecomponent(RussellandPratt1980).Inaddition,ithasments,thenpertinentweightcanbegiventotheirmanage-beenarguedthataffectiveappraisalsofaplacecanbeformedmenttoachievemorepositiveperceptionsandincreasenotonlyaftervisitingaplacebutalsobeforevisitingadesti-visitation.nation,whichsubsequentlysuggeststhattheoverallimageThepresentstudyaimstoaddressthisgapthroughtheofadestinationcanbeformedevenintheabsenceofactualfollowingresearchquestions:Howmuchcanaffectiveimagevisitation(RussellandSnodgrass1987;Tuan1975).Inlightperceptionsanddestinationpersonalitypredictoverallimageoftheimportantroleofpastexperienceinshapingaffectiveofurbandestinations?Isoverallimagemediatingtherela-destinationimageperceptions(BalogluandBrinberg1997;tionshipofaffectivedestinationimage,brandpersonalityKneesel,Baloglu,andMillar2010),theusefulnessoftheandfuturebehavioralintentionsinurbantourism?Howdoesparticularsetofrelationshipsistestedbothinthepresencepastexperiencefactorintheformationoftheaforementioned(pastvisitors)andabsence(nonvisitors)ofpastexperiencerelationships?withanurbandestination.LiteratureReviewDestinationPersonalityWithinthebroaderstudyofdevelopingandmanagingAffectiveDestinationImagebrands,anareathathasreceivedattentionbyresearchers,Despitetheextensiveliteraturedevelopedonconceptualiz-particularlyforitspotentialtoinfluenceconsumerbehavioringandmeasuringdestinationimage,therearediscrepanciesandprovideacompetitiveedge,isbrandpersonality.TheDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 304JournalofTravelResearch54(3)termhasbeenusedtodescribehumancharacteristicsthatwhoexploredwhethertheconceptofbrandpersonalitymaybeattributedtoabrand(Aaker1997)andhasbeencouldbeappliedtothecontextoftouristdestinations.Theirlinkedtotheaffective-emotionalsideofbrandimagestudyestablishedthatdestinationshavepersonalitiesthat(Hosany,Ekinci,andUysal2007;Prayag2007;Yukselandreflectcharacteristicsofsincerity,excitement,andconvivi-Bilim2009).AccordingtoKeller(2003),“brandpersonalityality.Inarelatedeffort,d’AstousandBoujbel(2007)pro-reflectshowpeoplefeelaboutabrandasaresultofwhatposedadestinationpersonalityscaledesignedspecificallytheythinkthebrandisordoes,themannerbywhichtheforcountriesthatincludedthesixdimensionsofagreeable-brandismarketed,andsoon”(p.86).Hearguesthatamongness,wickedness,snobbism,assiduousness,conformity,andmarketingtools,advertisingcanbeparticularlyimpactfulinunobtrusiveness.Morerecently,KimandLehto(2013)usedthedevelopmentofabrand’spersonalityasitcommunicatesamixedmethodsapproachtoexplorepersonalitytraitsofinformationtoconsumersaboutthetypeofpersonwhousesSouthKoreafocusingparticularlyondifferencesbetweenthebrandandthewaytheyuseit.Brandpersonalitycanthecountry’sprojectedandperceivedpersonality.EvenserveasapointofdistinctionforabrandandmakeitmorethoughtheyusedAaker’s(1997)BPStomeasurepersonal-competitiveinitsrespectiveindustry,especiallywhenthereitytraitsinastructuredmanner,theirfindingsunveiledtwoislittledifferentiationamongproductsinthatmarket(AakeradditionalfactorsrepresentativeofSouthKorea’spersonal-andJoachimsthaler2000).Theconstructhasalsobeenlinkedity,namelyuniquenessandfamilyorientation.Thesefind-withotherbrand-relatedbenefitssuchasthecreationofingslendsupporttothefactthatcontext,andpossiblystrongandfavorablebrandassociationsandpositivebrandculture,mayverywelldeterminethesuitabilityofanydes-imageaswellasincreasedlevelsoftrustandloyaltybycon-tinationpersonalitymeasureforaparticulardestinationsumers(Fournier1998;Keller1993;PhauandLau2000;brand.Sirgy1982).Beyondscaledevelopment,existingliteraturealsooffersThemostwidelycitedresearchonbrandpersonalityhasanumberofattemptstoempiricallyestablishtherelationshipcomefromAaker(1997),whoproposedtheBrandbetweendestinationpersonalityandtouristbehavior,albeitPersonalityScale(BPS)asavalidandreliabletooltocapturewithsomewhatconflictingresults.EkinciandHosany(2006)personalityaspectsofconsumerbrands.Herscaleconsistsofshowedthatadestination’spersonalityandtheaffective42itemsstructuredaroundfivedimensions:sincerity,excite-componentofitsdestinationimagearesignificantpredictorsment,competence,sophistication,andruggedness.Evenofvisitors’intentiontorecommendthelocationtoothers.thoughtheBPSwasoriginallydesignedforconsumerSimilarfindingswereproducedbyEkinci,Sirakaya-Turk,brands,ithasbeenroutinelyappliedinnumerousothercon-andBaloglu(2007),whofoundthattheconvivialitydimen-textsincludingtourism.Touristdestinations,especiallylargesionofdestinationpersonalitypositivelyandsignificantlyurbancenters(e.g.,LasVegas,NewYork,Miami,Paris),influencedtravelers’intentiontoreturntothedestinationcanbeviewedasbrandswithtangibleandintangibleattri-(TurkishRiviera)andtheirwillingnesstoengageinword-of-butesthatoffervariousfunctionalandsymbolicbenefitsmouthcommunication.Theaforementionedstudies,how-(EkinciandHosany2006;Morgan,Pritchard,andPiggottever,donottakeintoaccounttheroleofpastexperiencewith2002).Forthemostpart,studiesondestinationpersonalitythedestination,whichcancreateadifferentdynamicinhaveusedAaker’s(1997)proposedbrandpersonalitymea-affectiveimageanddestinationpersonalityperceptionsandsureasastartingpointandhaveeitherconfirmeditsapplica-theirinfluenceonoverallimage.Contrarytothesefindings,bilitytodestinationsorofferedarelatedalternativemeasureMurphy,Benckendorff,andMoscardo(2007a)foundnosig-(EkinciandHosany2006;ForristalandLehto2009;LeeandnificantrelationshipbetweenthepersonalityofamajorSuh2011;KimandLehto2013;Murphy,Benckendorff,andAustraliantouristdestinationandpeople’sactualorintendedMoscardo2007a,2007b;OpokuandHinson2006;Usaklivisitation.Theyarguedthat“whilebrandpersonalitymayandBaloglu2011).Otherstudieshaveemployedavarietyofplayanimportantroleindestinationimageformation,aqualitativetechniquestocapturethepersonalityofdestina-strongpersonalconnectionwiththepersonalityofadestina-tions(e.g.,Prayag2007;Vaidya,Gandhi,andAagja2009).tiondoesnotdirectlytranslateintovisitation”(p.430).Nevertheless,itisstillunclearhowthedestinationpersonal-UsakliandBaloglu’s(2011)studyofLasVegasshowedthatitycontributestotheformationoftheoveralldestinationdestinationpersonalitywassignificantinpredictingvisitors’imageandinfluencesmeasurableoutcomessuchasvisitors’willingnesstorecommendthedestinationtoothersand,toabehavioralintentionstoreturntoadestinationand/ortheirlesserextent,theirintentiontoreturntoLasVegas,afindingwillingnesstospeakpositivelyaboutthedestinationtooth-thatpointstothedifferentialeffectofpersonalityoncertainers.Furthermore,fewinvestigationshavefocusedonurbanoutcomes.Interestingly,intheirinvestigationofgamingdes-tourismtoexaminethepersonalityofcities-destinationstinations(includingLasVegas),Kneesel,Baloglu,and(e.g.,LeeandSuh2011;SahinandBaloglu2011;UsakliandMillar(2010)notedthealmostcompletelackofidentifica-Baloglu2011).tionofpersonalitytraitsbystudyparticipantsandhintedtoOneofthefirstresearcheffortsfocusingondestinationtheneedforcontext-customizeddestinationpersonalitypersonalitywasconductedbyEkinciandHosany(2006),scales.Downloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 Papadimitriouetal.305Althoughthedestinationimageformationprocesshasbeenrelatedtoaffective,cognitivedestinationimageandDestinationIntentiontodestinationpersonalitycomponents(BalogluandMcClearyPersonalityH1H3Recommend1999;EkinciandHosany2006;Hosany,Ekinci,andUysalOverall2006),cognitiveimagehasbeenrathersecondarywhenitImageH4H2IntentiontocomestotheexplanatorypowerofaffectivecomponentsAffectiveVisit(Hosany,Ekinci,andUysal2007).Additionally,itisnotImageclearwhetheroverallimagecanmediatetherelationshipbetweendestinationpersonality,affectiveimagecompo-Figure1.Theproposedmodelandhypotheses.nentsandbehavioraltourism-relatedintentions,acontribu-tionthisstudyaimstomake.Inallrelevantstudiesdiscussingdestinationimageand/orMethodologypersonality,thedependentvariablerelatestorevisitinten-SettingandSamplingtionsgivenitstiestodestinationloyaltyanddestinationbranding(AssakerandHallak2013;GartnerandRuzzierDatacollectionwascarriedoutfromOctobertoDecember2011;HuangandHsu2009;McKercherandBasak2011;2011inAthens,thecapitalcityofGreece.BecauseofitsPetrick2004a,2004b;Petrick,MoraisandNorman2001;largeanddiversepopulation,AthensoffersthelargestpoolXieandLee2013).Often,wordofmouthisincorporatedasofvisitorsforotherpopulardomesticurbandestinations.anoutcomevaluableworthyofinvestigationasadestinationRespondentswereaskedtorespondtoquestionsabouttheequityindicatorandseparatefrom(re)visitintentions.cityofPatras,whichisthethirdlargestcityinthecountryHowever,thestudiesfocusingonwordofmouthasanout-andthemetropolitancenteroftheregionofWesternGreece.comevariablearelimitedintheliteraturealbeitgrowinginPatrasisconsideredadomesticcitybreakdestinationbecausenumberinthepastdecade(e.g.,Beckman,Kumar,andKimofitsclosenesstoAthensaswellasitsmajorcultural,enter-2013;Petrick2004a,2004b;SimpsonandSiguaw2008).tainment,business,andsportsattractions.ItalsooffersaThus,itwastheintentofthisstudytoincorporatetheout-well-knownportthatprovidesaccesstoItaly,majoreduca-comesofrevisitintentionsandwordofmouthinthestudyastionalinstitutions,andhealthservicescenters.Becauseofitsindicatorsofdestinationloyalty(ChiandQu2008).long-lastingeconomicandculturalimportance,thecitywel-Inordertotestwhetheroverallimagemediatestherela-comesthousandsofdomesticvisitorseachyear,andthusistionshipbetweenaffectiveimage,brandpersonalitycompo-expectedtohaveadistinctdestinationpersonalityandimage.nents,andbehavioralintentions,thefollowingspecificDatawerecollectedusingatelephonesurveytoensurehypothesesaretestedtoexaminethestatisticalviabilityofthewidestpossibleaccesstoasamplingpopulationconsist-eachrelationship:ingofadultslivinginAthens.Theadvantagesoftelephonesurveysincludethequickprojecttime,abilitytoclarifyHypothesis1:Destinationpersonalityhasadirectandresponses,betterresponserates,andrespondentanonymitypositiveeffectonoverallcityimage.(Dillman1978;Schutt2011).Conversely,someofthelimi-Hypothesis2:Affectiveimagehasadirectandpositivetationsaretimeconstraintsincompilingphonenumbers,effectonoverallcityimage.inabilitytocollectdataduringnonbusinesshours,anddiffi-Hypothesis3:Overallcityimagehasadirectandpositivecultiesinensuringrepresentativenessoftheselectedsampleeffectonintentiontorecommendthedestination.(Dillman1978;Schutt2011).Hypothesis4:OverallcityimagehasadirectandpositiveThesampleofpotentialrespondentswasgeneratedfromimpactonintentiontovisitthedestination.adatabasethatincludedvoterslivinginthemunicipalityofHypothesis5:Overallcityimagemediatestherelation-Athens(450,000residents).Thedatabase,whichwasownedshipofdestinationpersonalityandaffectiveimageonbyaGreekagencyspecializinginmarketresearch,containedintentiontorecommendandintentiontovisittheonlylandlines,andpotentialrespondentshadtobecontacteddestination.duringmorningandafternoonhoursinordertoincreaseresponseratesamongworkinggroups.Followingasystem-Allhypothesesweretestedacrosstwogroupsoftourists,aticsamplingtechnique(every100thnamefromthevoters’namely,pastvisitorsandnonvisitorsofurbandestinationstolist),potentialrespondentswerecontactedandaskedwhethercaptureandobservethepotentialeffectpastexperiencehastheyhadvisitedaGreekcityfortourismpurposesovertheontheformationofemotionalimagesgivenitsinconsistentpasttwoyearsandwhethertheyhadstayedovernight.Thisroleintheformationofimagesandintentionstovisit(Georgescreeningquestionalongwithothernonresponsecases(i.e.,andGeorge2004;HuangandHsu2009;Kaplanidou2007;noanswers,answeringmachines,unusablenumbers,etc.)Petrick,Morais,andNorman2001;ShenandWyerJr.2010).eliminatedtheinitialsampleof4,500potentialrespondentsThehypothesesaredepictedinFigure1.byapproximately75%andresultedinaprimarysamplesizeDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 306JournalofTravelResearch54(3)ofN=1,125.Repeatedcallattemptstothissampleproducedreportthelikelihoodtovisit(revisit)thecityinthenexttwoatotalof361usablequestionnaires(n=160pastvisitors;yearsforaone-daytriporforashortbreak(threedays)onan=201nonvisitors)thatweresuitableforanalysis(responsefive-pointscaleanchored1=notatalllikelyto5=extremelyrateat32%).Itshouldbenotedthatitwastheintentionofthelikely(PikeandRyan2004).Intentiontorecommendwasresearcherstocreatecomparablesubsamplesofpastvisitorsmeasuredwiththreeitemsreflectingword-of-mouthcom-andnonvisitorstothetargetedcity.Alltelephonecontactsmunication.Thethreeselecteditemswereadoptedfrompre-wereconductedfromthelocationofacommercialresearchviousresearch(Bosnjaketal.2011;Lee,Petrick,andcompanyandsupervisedconsistentlybyanexperiencedCrompton2007;LeeandXie2011).Respondentswereresearcher.askedtoreportthelikelihoodofsayingpositivethingsaboutthecitydestinationtootherpeople,recommendingtheplaceforvisit,andencouragingfriendsorrelativestovisitthecity.InstrumentTheanchorsoftheitemswere1=notatalllikelyand5=Themeasuresusedinthesurveyweredrawnfromexistingextremelylikely.Finally,questionsintendedtocapturetheliterature.Forthisstudy,andinordertocompileamanage-sociodemographicprofileofstudyparticipants(i.e.,gender,ablenumberofpersonalitytraitsrelevanttotheparticularage,maritalstatus,andeducation)werealsoincludedintheresearchsetting,apoolofitemsfrompreviousstudiesfocus-survey.ingonurbantourismwascreated.ThepersonalityscalestestedbyHosany,Ekinci,andUysal(2006),LeeandXieDataAnalysis(2011),andUsakliandBaloglu(2011)wereusedasthebasisforthisstudy.TheitemswereinitiallytranslatedinGreekbyDatawereanalyzedusingtheSPSSandSPSSAmos18.0aprofessorfluentinbothEnglishandGreeklanguages.Thenprograms.First,descriptivestatisticswereestimatedtodefinetheitemsweregiventoanotherbilingualprofessorwhothedemographicprofileofbothpastvisitorsandnonvisitors.translatedtheitemsbacktoEnglish.ThisprocessisanExploratoryfactoranalysis(EFA)wasemployednexttoacceptablemethodofcreatingvalidtranslateditemsinexploretheunderlyingstructureofthedestinationpersonalityanotherlanguage(Brislin1970).Aftertheitemswereinthescaleinbothrespondentgroups,followedbyconfirmatoryGreeklanguage,theywerefurtherreducedtoaccountforfactoranalysis(CFA)totestthefitnessofthemeasurementcontentvaliditygiventhedestinationathand;itemssuchasmodeltothetwodatasetsofpastvisitorsandnonvisitorsandleader,sexy,showing,young,independent,goodlooking,toconfirmthattheindicatorvariables(i.e.,itemsindestina-alive,andfemininewereeliminatedaslesssuitableforthetionpersonality,affectiveimage,intentiontorecommend,personalityofthetargetedGreekurbandestination.Asaandintentiontovisit)areindeedmeasuringtheconstructsofresult,a16-itemscale(honest,reliable,intelligent,success-interest.Thenstructuralequationmodeling(SEM)wasusedful,wholesome,downtoearth,exciting,daring,original,totestthefitoftheproposedtheoreticalmodelandhypothe-friendly,familyoriented,charming,upperclass,glamorous,ses.Inaccordancewiththeliterature,anumberofindicatorsspirited,appealing)wasusedtooperationalizedestinationwereusedtoassessthemodelfit(Hairetal.2006),including22personality,andrespondentswereaskedtoevaluatehowtheχtestandtheχ/degreesoffreedomratio,rootmeanwelleachofthewordsdescribedthecityasatourismdesti-squareerrorofapproximation(RMSEA),comparativefitnationusingafive-pointscalewhere1=doesn’tdescribeatindex(CFI),incrementalfitindex(IFI),Tucker-Lewisindexalland5=describesalot.(TLI),andnormalizedfitindex(NFI).Affectiveimagewasmeasuredusingafour-iteminstru-ment:unpleasant/pleasant,distressing/relaxing,ugly/pretty,Resultsandgloomy/excitingbasedonpriorstudiesutilizingthisconcept(BalogluandMcCleary1999;Hosany,Ekinci,andDescriptiveStatisticsandLatentVariableUysal2007).Allitemsweremeasuredonafive-pointbipo-Correlationslarscale.PerceivedoverallimageofthedestinationwasmeasuredAsshowninTable1,atotalof361citytravelersparticipatedwithasingleitemrequiringrespondentstoevaluatetheover-inthestudyallofwhomwereGreek.Ofthose,44.3%(n=allimageofthecityasatouristdestinationonafive-point160)hadvisitedthecityofPatrasinthepasttwoyears(“pastscalewhere1=verynegativeand5=verypositivefollow-visitors”)while55.7%(n=201)hadnevervisitedthecityingguidancefromexistingliterature(BalogluandMcCleary(“nonvisitors”).Furthermore,thesampleconsistedof38.2%1999;Bigné,Sánchez,andSánchez2001;Kneesel,Baloglu,malesand61.8%femalesandthemajorityofthem(63.4%)andMillar2010;Qu,Kim,andIm2011).weremarried.Intermsoftheirageandeducation,almostBehavioralintentions,specificallyintentiontovisitandthreequartersofthesample(71.7%)were35orolderandintentiontorecommendthedestinationtoothers,weremea-morethanhalfhadacquiredapostsecondarydegree(53.7%).suredwithmulti-itemscales.Intentiontovisitwasoperation-Table2presentsthemeans,standarddeviationsandcor-alizedusingatwo-itemscale.Respondentswereaskedtorelationsamongthelatentvariablesofthetestedmodel.TheDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 Papadimitriouetal.307Table1.DemographicProfileoftheRespondents(PastVisitorsandNonvisitors).DemographicVariablesPastVisitors(n=160),%Nonvisitors(n=201),%Total(n=361),%Age18–2413.8810.525–3414.921.317.735–442027.424.145–5416.327.922.7>5528.821.924.9GenderMale43.134.138.2Female56.965.761.8MaritalstatusSingle36.924.930.2Married55.670.163.4Other7.656.4EducationallevelPrimary533.9Secondary40.640.840.7Postsecondary53.154.253.7aTable2.Means,StandardDeviations,andCorrelations*ofModelLatentVariablesforPastVisitors(NonvisitorsinParentheses).123451.Destinationpersonality12.Affectiveimage.61(.63)13.Overallimage.67(.67).58(.66)14.Intentiontorecommend.65(.67).61(.64).67(.75)15.Intentiontovisit.35(.54).43(.54).36(.59).50(.61)1Means(pastvisitors)3.323.653.323.423.37SD0.710.820.861.151.18Means(Nonvisitors)3.183.523.193.112.80SD0.700.920.901.161.23a. Allvariablesweremeasuredon5-pointscales(DestinationPersonality:1=doesn’tdescribeatalland5=describesalot;AffectiveImage:5-pointbipolarscale;OverallImage:1=verynegativeand5=verypositive;IntentiontoRecommendandIntentiontoVisit:1=notatalllikelyand5=extremelylikely).*Correlationsstatisticallysignificantatp<0.001.descriptivestatisticsshowedthatpastvisitorsrateddestina-Pre-examinationofdata,includingtheKaiser-Meyer-tionpersonalityhigherthannonvisitors(3.32vs.3.18).TheOlkin(KMO)testofsamplingadequacyandtheBartlett’ssameheldtrueforaffectiveimageevaluationsandbehav-testofsphericity,wasundertakentoensurethattheioralintentions,withpastvisitorsproducingaboveaveragerespectivecorrelationmatriceswereappropriateforfactorandmorefavorablemeanscoresthannonvisitors(3.65vs.analysis.TheresultoftheBartlett’stestofsphericitywas23.52foraffectiveimage;3.42vs.3.11forintentiontorecom-significantforpastvisitors(χ=521.75,df=28;p<0.001)2mendthecitytofriendsandrelatives;and3.37vs.2.80forandfornonvisitors(χ=634.87,df=28;p<0.001)con-theirintentionto(re)visitthecity).Nonvisitorsweresome-firmingtheexistenceofnonzerocorrelation.Theoverallwhatfavorabletowardthedestination,anddespitetheirvalueofKMOwas0.85forpastvisitorsand0.81fornon-lower-than-averageintentiontovisitthecity,allotherevalu-visitors,whichmetthesamplingadequacycriterionofationswereaverageoraboveaverage.0.50andhigher(Hairetal.1998).Therefore,bothdatasetswereappropriateforfactoranalysis.ExploratoryFactorAnalysisofDestinationInaccordancewithHairetal.(1998),eigenvalues,factorloadings,itemcommunalities,andpercentageofvariancePersonalityexplainedwerethecriteriausedtodeterminethefactorsolu-Thedestinationpersonalityscalewassubjectedtoexplor-tionforeachgroup.Threepersonalityitems(intelligent,atoryfactoryanalysis(EFA)withvarimaxrotationtosuccessful,andupperclass)weredeletedbecauseoflowidentifytheunderlyingpersonalitydimensions(Table3).communalities,whileanumberofotheritems(friendly,Downloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 308JournalofTravelResearch54(3)Table3.ExploratoryFactorAnalysisofDestinationPersonalityScale.PastVisitorsNonvisitorsPersonalityFactorsFactorLoadingsEigenvalue(VE%),αFactorLoadingsEigenvalue(VE%),αF1:Excitement3.94(33.3),α=0.824.21(37.06),α=0.85Exciting0.8110.712Daring0.8000.906Spirited0.7720.839Original0.7480.687F2:Sincerity1.26(31.70),α=0.791.12(29.66),α=0.76Honest0.7450.774Reliable0.7500.775Wholesome0.7520.445Downtoearth0.7820.779Overall65.07,α=0.8466.72,α=0.87Note:VE%=%ofvarianceextracted;α=Cronbach’salpha.family-oriented,glamorous,charming,andattractive)pro-indicator,whichwereabove0.5andstatisticallysignificant.ducedcross-loadingsonmorethanonefactorsandthereforeTable4alsodisplaysresultsfromtheaveragevariancewerenotincludedinfurtheranalysis.Thefinalextractedextracted(AVE),whichsupportstheconvergentvalidityofsolutionyieldedatwo-factorstructure,whichwasidenticaleachconstruct(FornellandLarcker1981).Therespectiveforbothgroupsoftourists,withEigenvaluesabove1.0.Thevalueswereinaccordancewiththethresholdvalue0.5,con-EFAexplained65.07%ofthevarianceforpastvisitorsandfirmingadequateconvergence(Hairetal.2006).66.72%ofthevariancefornonvisitors.Thefirstdestinationpersonalityfactorwasnamedexcite-StructuralModel—Hypotheses-TestingResultsment.Thisfactorincludedtheitemsexciting,daring,spir-ited,andoriginal.Thesecondfactor,labeledsincerity,Structuralequationmodeling(SEM)withSPSSAmos(16.0)includedtheitemshonest,reliable,wholesome,anddowntowasusedtotestthehypothesesoftheconceptualmodel.Thisearth.Thefactorsolutionforeachgroupproducedfactortypeofanalysistestsproposedrelationshipsandalsoindi-loadingsthatmetandexceededthethresholdvalueof>.40catestherelativestrengthoftherelationships.Themodel(Hairetal.1998)andCronbach’salphavaluesabove0.76wastestedseparatelyforthetwosamples,andinbothcasesthatwereacceptablebyNunnallyandBernstein’s(1994)theoverallmodelfitstatisticsshowedthatthestructuralrecommendations.modeladequatelyfittherespectivedatasets.Theobtainedchi-squarevaluesforbothmodelsweresignificant(p<0.001)giventhelargesamplesize,aresultthatpromptedtheMeasurementModelexaminationofotherfitindices.Thechi-squaretodegreesof2Beforetestingtheconceptualmodelwiththehypotheses,freedomratiovalues(χ/df)wasbelowtherecommendedconfirmatoryfactoranalysis(CFA)wasemployedtotestthelimitof3(Kline1998).Inthecaseofpastvisitors,themodelmeasurementmodelwithallconstructsallowedtobeinter-fitindices(RMSEA,CFI,IFI,NFI,TLI)wereslightlybettercorrelated.SeparateCFAswereconductedforeachsubsam-thanthoseofthenonvisitors’model.Therespectiveoverallple(pastvisitors,nonvisitors).ResultsshowedoverallgoodfitindicesforbothgroupsarepresentedinTable5along2fitindicesforbothpastvisitors(χ=164.70,df=109;p0.9>0.9>0.9>0.9a. Revisedmodelsallowdirectandindirecteffectsofdestinationpersonalityandaffectiveimageonbehavioralintentionstotestforthemediationhypothesis(hypothesis5).***p<0.001.examinationofthepathcoefficientsfullysupportedhypoth-intentiontorecommendandintentiontovisitthedestination.eses1to4inbothsamplesexamined(i.e.,pastvisitors,Againthecompetingmodelwastestedseparatelyforpastnonvisitors).visitorsandnonvisitorsandtherespectivefitstatisticswereInordertotesthypothesis5(mediationhypothesis),afoundacceptableaccordingtorecommendedcriteria.TherevisedmodelwasintroducedwhichallowedfordirectandrespectiveresultsarepresentedinTable5.Examiningdiffer-indirect(throughoverallimage)effectsoftheexogenousencesinthechi-squaretestrevealednosignificantdifferencevariables(i.e.,destinationpersonality,affectiveimage)onbetweenthefullmediationmodelandthepartialmediationDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 310JournalofTravelResearch54(3)Table6.PathCoefficientsforPredictingImageandBehavioralIntentions.Model1:PastVisitorsModel2:NonvisitorsStandardizedStandardizedHypothesisLoadingstValueHypothesisLoadingstValueHypothesisHypothesis1:PersonalityOverallImage0.391.99*Supported0.475.10***SupportedHypothesis2:AffectiveOverallImage0.532.60**Supported0.504.89***SupportedHypothesis3:OverallImageIntentiontoRecommend0.869.90***Supported0.8612.05***SupportedHypothesis4:OverallImageIntentiontoVisit0.655.31***Supported0.819.20***Supported2ROverallimage0.790.82Intentiontorecommend0.740.74Intentiontovisit0.430.66*p<0.05;**p<0.01;***p<0.001.IR1IR2IR3S1S2S3S4OIIntentiontoSIN.88***RecommendH3:.86(9.90***)E1BrandH1:.39(1.99*)R2=.74PersonalityE2.95***OverallEXCImage2H4:.65(5.31***)R=.79E3AffectiveImageH2:.53(2.6**)IntentiontoE4Visit2R=.43AI1AI2AI3AI4IV1IV2Figure2.Resultsfortheestimatedstructuralmodelforpastvisitors(loadings,tvaluesinparentheses,andvarianceexplained).2modelforpastvisitors,[Δχ=9.38(185.6-176.22),df=4p<0.001)insupportofhypothesis3.Theresultsalsoshow2(120-116),orfornonvisitors,Δχ=2.84(224.44-221.6),thatoverallimagesignificantlyinfluencedpastvisitors’df=4(120-116),asuppercriticalvalueissetat9.48forchi-intentiontorevisitthecity(β=0.65,t=5.31,p<0.001),squaredistribution.Therefore,thediscussionoftheresultsisprovidingsupportforhypothesis4.basedonthefullmediationmodelsforbothgroups.PathCoefficientsforNonvisitorsPathCoefficientsforPastVisitorsThemodelresultsforthenonvisitors,whicharecomparabletoPathcoefficientresultsofthemodelforpastvisitorsarepre-thoseofpastvisitors,arepresentedinFigure3.ThismodelsentedinFigure2.Themodelforthepastvisitorsshowsthatindicatesastatisticallysignificanteffectofdestinationperson-hypothesis1wassupportedasdestinationpersonalityhadaality(β=0.47,t=5.1,p<0.001)andaffectiveimage(β=directandpositiveeffectonoverallcityimage(β=0.39,t=0.50,t=4.89,p<0.001)onoverallcityimage.Thesefindings1.99,p<0.05).Similarly,hypothesis2wassupported(β=providefullsupportforhypotheses1and2inreferenceto0.53,t=2.6,p<0.01)indicatingthataffectiveimagehasanonvisitors.Consistentwiththefindingsfrompastvisitors,thepositiveandsignificanteffectonoverallcityimage.Theresultsfromnonvisitorsprovidedstrongsupportforhypothe-modelfurtherindicatesastatisticallysignificanteffectofses3and4asoverallimagewasfoundtoexertasignificantoverallcityimageonintentiontorecommend(β=0.86,t=9.9,influenceontourists’intentiontorecommendthedestinationDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 Papadimitriouetal.311IR1IR2IR3S1S2S3S4OIIntentiontoSIN.85***RecommendE1BrandH1:.47(5.10***)H3:.86(12.05***)R2=0.74PersonalityE2.89***OverallEXCImage2R=0.82H4:.81(9.2***)E3AffectiveImageH2:.50(4.89***)IntentiontoE4Visit2R=.66AI1AI2AI3AI4IV1IV2Figure3.Resultsfortheestimatedstructuralmodelfornonvisitors(loadings,tvaluesinparentheses,andvarianceexplained).(β=0.86,t=12.05,p<0.001)andontheirintentiontovisitlargevarianceexplainedfromthesevariables.Theseresultsthecityinthenearfuture(β=0.81,t=9.20,p<0.001).furtherreinforceHosany,Ekinci,andUysal’s(2007)researchthatsupportedthecombinedimpactofaffectiveandpersonal-itycomponentsandarguedfortheneedtobetterdelineatetheDiscussionandImplicationsso-called“softsideofbrandimage”(p.75).TheantecedentThisresearcheffortsetouttoexploretheextentbranddesti-roleofdestinationpersonalityintheformationofoveralldes-nationpersonalityandaffectiveimageperceptionsshapetinationimageinadomesticurbantourismcontextiscon-holisticdestinationimageformation,andhavedirectandfirmedinthisstudy,thuslayingthetheoreticalgroundforitsindirectimpactsondomesticurbantourists’behavioralinclusioninfuturemodelsofdestinationimageformationintentions.Wewillpresentfirstthecontributionsofthestudyalongwithaffectiveandcognitiveimage.andthenprovidethediscussionpointstosupportthem.TheThevarianceofoverallimageexplainedbythetestedresultssuggestthreecontributionstotheliterature.First,modelsignificantlyexceedsthepredictiveabilityofprevi-summaryjudgmentsorevaluationsofthedestinationareousmodelsthathavealsosetoverallimageasadependentcriticalintheformationoffuturebehavioralintentions.variable(e.g.,BalogluandMcCleary1999;Qu,Kim,andSecond,brandpersonalityandaffectivedestinationimagesIm2011).Moreover,theproposedmodelwithtwoanteced-haveadifferentialinfluence(basedonthedifferentbetaentsandonemediatingvariableconsistentlyexplainedacoefficients)andexplainalargeamountofvarianceonover-largeportionofthevariancerelatedtotourists’intentiontoallimageformationbasedonthepresenceofpastexperi-revisitandrecommendthedestinationtofriendsandrela-ence.Third,wordofmouthisstimulatedsignificantlyfromtivessuggestingthatbuildingastrongoverallcityimagesummaryimageevaluations,whetherpastexperienceisthroughaffectiveperceptionsanddestinationpersonalitypresentornot,whileintentto(re)visitishigherfornonvisi-associationscanbeasuccessfulstrategyinurbandomestictorscomparedtopastvisitorswhobasetheirdecisionontourism.overallimages.Thus,brandpersonalityandaffectiveimages,Inlinewithpreviousresearch(EkinciandHosany2006;thoughemotionalinnature,influencedifferentlyoverallMurphy,Moscardo,andBenckendorff2007;Prayag2007),imageperceptionsfordomesticurbantourism.theresultsofthisstudyindicatethaturbantourists,regard-Consistentwithpreviousresearchthathasestablishedthelessofpersonalexperience(i.e.,visitation)withtheplace,influentialroleofaffectiveevaluationsonoverallimageascribepersonalitycharacteristicstothedestination,particu-(BalogluandBrinberg1997;BalogluandMcCleary1999;larlyaspectsofsincerityandexcitement(alsofoundinAakerHosany,Ekinci,andUysal2006;Qu,Kim,andIm2011),the[1997]andEkinciandHosany[2006]).Theemergenceofafindingsofthepresentstudyconfirmthecriticalroleofaffec-two-factorstructureinthisstudycouldhaveacontextualtivedispositionsandsymbolicmeanings(i.e.,destinationper-explanation,asthedestinationunderstudyisasmaller-sizedsonality)ofacitydestinationinbuildingapositivebrandcityandonethatmightappeartobealesscomplextourismimageforbothpastandprospectivevisitorsshowcasingtheenvironmentforcitytouristsoriginatingfromAthens.Downloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 312JournalofTravelResearch54(3)Furthermore,theevidenceofthetwo-factorstructureofdes-fordomesticurbantourisminrelationtocompetingoptions.tinationpersonalityispartiallyalignedwithpastresearchTheevidencethatpastandpotentialtouristsviewthepartic-emphasizingshorterscalesandsmallernumberofcompo-ularcityasexcitingandsincereshouldbestrategicallyusednentstocapturetheparticularconstruct(EkinciandHosanybytourismmarketerstowarddesigningpromotionalmaterial2006;Hosany,Ekinci,andUysal2006;LeeandXie2011;andadvertisements,whichconsistentlycreatecongruentMurphy,Benckendorff,andMoscardo2007a;Yukselanddestinationimageswiththeseperceptions.DestinationBilim2009).Generally,itisanticipatedthatdifferentcitiesbrandingstrategiesbuildingontheexcitementandsincerityhavedifferentpersonalitiesandimages.However,thepar-componentscanalsoincludethestagingofsocialeventsandticularresult(two-factorsolution)hasshowntheimportancefestivalswiththesecharacteristics,whichcanalsoserveasofexploringthepossibilityofcreatingapersonalitymeasuremarketingstimuliforsymbolicconsumptionexperiences.withdescriptorspertinenttourbandestinationsspecificallyGiventhattravelersusestoriestoreporttheirtravelexpe-(Kneesel,Baloglu,andMillar2010;Murphy,Benckendorff,riences,storytellingpresentsanotherwaytoenrichtheover-andMoscardo2007a).Moreresearchmayleadtoastablealldestinationimagewithemotionalandsymbolicdestinationpersonalitymodelbasedoncommonpersonalityassociations(WoodsideandMegehee2010).Inthiscase,dimensionsacrossdifferenturbandestinations(Murphy,scenesandactspresentingcompellingstoriesonwhattheBenckendorff,andMoscardo2007a).cityhastoofferintermsofexciting,unique,andemotionalThedifferentialexplanatoryofoverallimageon(re)visitexperiencescanbecomeparticularlyeffectiveinhelpingintentionsandwordofmouththatwasfoundinthisstudyforfirst-timevisitorstoarticulatethemeaningsandexperiencespastvisitorsandnonvisitorssuggeststheneedtoconsiderthetheyseekinacityasdestination.Inparticular,citytourismtwooutcomesseparately.Thisnotionwasputforthbymarketerscandrawmanystoriesfromthecity’sfamousPetrick(2004a,2004b),whodiscussedtherelationshipsofevents(i.e.,theCarnivalFestival,theInternationalCulturalrevisitintentionsandwordofmouthandthedifferentante-Festival)andbusinessactivities,thelocalhistoricalvineriescedentsforeachofthesevariablesinvariouscontexts.Thus,andproducts,theseasideactivities,thecitycentermultipletheoretically,whenassessingthevalueofadestinationattractionsandevents,andmostimportantlyeverydaylifeofamongtourists,variablesrelatedtovisitationandword-of-thelocals.However,asillustratedbyWoodsideandMegeheemouthshouldbeincluded,takingintoconsiderationthatthe(2010),theproductionofrepeatvisitstothecityrequiresaoveralldestinationimageperceptionscaninfluenceeachmorein-depthunderstandingofhowthedestinationisexpe-outcomeseparatelyfordifferentexperience-levelgroups.riencedbyitsvisitors.Thepresentstudyresultssuggestthatpastvisitorsareratherlikelytorecommendandrevisitthecity,becauseofthecity’sfavorableaffectiveimageandPracticalImplicationsuniquepersonality.Therefore,tourismmarketersofthecityFromapracticalpointofview,thisstudyprovidesevidenceneedtodecodeinmoredepthhowthevisitorsexperiencethethatcanbeparticularlyusefulforthebrandingandpromo-destinationasstoryenactmentandhowthiscanbeenrichedtionofdomesticurbandestinations.First,thestudysuggestswithmoremeaningsandemotionssoastogeneraterepeatthat,similartomajorcitydestinations,smallercitieshavevisitation.Storiescanbeavaluablemeanstoillustratethedistinctiveaffectiveimagesandevokespecificpersonalityfeelandvibeofacityaswellastheexperienceinwhichvisi-traitsthatarewellrecognizedbypastandpotentialvisitors.torsengagewhilebeingthere.SuchpromotionalmaterialItalsoputsforwardthatpersonalityandaffectiveimagescanalsohelpdistinguishadestinationfromothersandpro-driveoveralldestinationimagesandindirectlyinfluencevideasustainablecompetitiveadvantage.behavioralintentionsindomesticurbantourism.ThiscanproveparticularlyusefultocitymarketerswhoshouldfirstLimitationsandFutureResearchfocusonidentifyingimageperceptionsabouttheirdestina-tionamongdesiredtargetgroupsandthenusethatknowl-Despitetheauthors’attempttoalleviateallpotentialprob-edgetodesigntheirpositioningstrategyinhopesoflemswiththestudy,therearestillsomelimitations.First,developingastrongdestinationbrand.Basedontheresults,eventhougheffortsweremadetoutilizearepresentativeapromisingpositioningforaparticularcityasadomesticsampleofurbantourists,allrespondentsaredomestictour-touristdestinationcouldbeformulatedaroundthefeelingsitists,makingtheresultsspecifictooneculture(which,atgeneratesanditsabilitytooffervisitorsuniqueexperiences,least,limitsanyconfoundinginfluenceofcultureontherelationships,meanings,andself-expressions.model).Furtherresearchneedstore-testtheproposedtheo-Intheory,aneffectivepositioningstrategyisbasedondif-reticalmodelinasampleofinternationaltouristsofthesameferentiatingthedestinationfromcompetitorsbasedonaverycityandinothercitydestinationsandtourismsettingssuchsmallnumberofattributesinwhichthedestinationisstrongasregionsandcountries.Especially,theconstructofdestina-andcompetitive(Cai2002;Qu,Kim,andIm2011).Thetionpersonalitywouldbenefitfromexaminationinvariouspresentresultsondestinationpersonalityandaffectiveimageurbansettingsinordertodevelopafunctionalbutalsoreli-providevaluableguidanceforpositioningtheparticularcityableandvalidmeasurementthatcouldbeusedbyDownloadedfromjtr.sagepub.comatGachonUniversityonMay17,2015 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