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Anatolia
An International Journal of Tourism and Hospitality Research
Volume 25, 2014 - Issue 3
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Articles

Destination brand personality: searching for personality traits on golf-related websites

Rosária Luisa Gomes PereiraSchool of Management, Hospitality and Tourism, University of the Algarve, Campus da Penha, 8005-139Faro, PortugalCorrespondence[email protected]
,
Antónia de Jesus Henriques CorreiaFaculty of Economics, University of the Algarve, Campus de Gambelas, 8005-139Faro, Portugal
&
Ronaldo Luis Arias SchutzSchool of Management, Hospitality and Tourism, University of the Algarve, Campus da Penha, 8005-139Faro, Portugal
Pages 387-402 | Received 15 Jul 2013, Accepted 24 Jan 2014, Published online: 18 Feb 2014
 
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Abstract

This research uses promotional texts in golf-related websites as a source to identify potential brand personality traits. Promotional texts were extracted from 144 golf-related websites, divided into three categories. In order to reduce the number of items in the list, a criteria of 2% of the overall frequencies (n = 963) was adopted and 10 items were selected as potential golf destination brand personality traits. These items were validated and allocated to the components of the relational brand personality by a panel of judges. None of the selected items belonged to the “Big-Five” model of personality and only two items belong to Aaker's scale. These results show that there is not a strong presence of “human characteristics” when promoting golf destinations online.

Notes

1. Member of the CEFAGE, CASEE, APIDT.

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