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van Meer, Student (University), Netherlands
"I am applying the personality dimension to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker or McCray & Costa with their big five personality traits) because Aaker only describes positive traits, no negative ones, while this is possible as well. And the big five does. Any advice?"
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Aaker and Destination Personality
Carolyn Sang-Downer, Jamaica
"I did my dissertation on destination personality. In my questionnaire, respondents were asked to indicate, using a Likert scale, how descriptive the adjectives were in describing the destination.
My findings found Aaker's Brand Personality scale to be a valid measure of destination personality. However my studies - and others which I examined - showed that the descriptions are limited, and that traits that are more descriptive of destinations should be included." |
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