Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
43
TOURISM DESTINATION BRAND PERSONALITY: INFLUENCING PERCEPTIONS 
Evangelos Christou 
University of the Aegean 
Chios, Greece 
ABSTRACT 
Past research into consumer behavior has examined the self-expressive role of brands, but has found little 
support for the premise that brand personality has an influence on consumer attitudes; relevant research has not been 
carried out in the tourism-destination sector. This paper thus proposes that tourists (as consumers) have a part to play 
in influencing how a tourism destination brand personality is perceived. This is in contrast to other research and 
propositions, which suggest that brand personality is created by how marketers intend to project it. The findings 
suggest that when a tourism destination brand commands a high preference, the preferred personality of the tourists 
actually has an influence over its perceived brand personality – provided that the tourist has built a positive 
relationship with the brand and then reinforces his/her personality on to the brand.