Destination Image and Brand Personality of Jamaica: A Model of Tourist Behavior

ABSTRACT

The study examines Jamaica’s destination image and brand personality, and how they relate to future tourist behavior. An integrative model of tourist behavior, involving destination image (cognitive, affective, and overall), destination personality, and behavioral outcomes was developed and tested for first-time and repeat visitors separately. In additon, qualitative questions about destination images and characteristics were used to reveal Jamaica’s specific brand image and personality characteristics. The study found varying influences of cognitive image, affective image, and destination personality on global image and behavioral intentions for first-time and repeat visitors. The qualitative responses revolved around attractions, culture, and environment. The practical implications are discussed.

KEYWORDS:

• Destination image
• brand personality
• Jamaica
• a model of tourist behavior

This work was supported by the Caesars Foundation.

Additional information

Notes on contributors

Seyhmus Baloglu

Seyhmus Baloglu, PhD is a Professor, William F. Harrah College of Hotel Administration, University of Nevada Las Vegas, 4505 Maryland Parkway, Box 456013, Las Vegas, NV 89154-6013, USA (E-mail: [email protected]).

Tony Leonard Henthorne

Tony Leonard Henthorne, PhD is a Professor, William F. Harrah College of Hotel Administration, University of Nevada Las Vegas, 4505 Maryland Parkway, Box 456013, Las Vegas, NV 89154-6013, USA (E-mail: [email protected]).

Safak Sahin

Safak Sahin, PhD, University of Nevada Las Vegas, Las Vegas, USA (E-mail: [email protected]).