2007 Annual International CHRIE Conference & Exposition 47
It is hypothesized that the tourist’s personality preference has influence over the perceived destination
brand personality of one’s preferred destination. The findings reflect a strong support for H1a and a weak support
for H1b. These results are consistent with the suggestions made by de Chernatony and Riley (1997) and Dittmar
(1992). The beta values demonstrate that for respondents who prefer a particular destination brand, their preferred
personality dimensions have an influence on the perceived destination brand personality dimensions (of similar
dimensions). In comparison, respondents who do not have any preference for a particular destination brand show
very little influence (only for the dimension of “sophistication”). This implies that people have a more significant
influence on the way they perceive the personality of a tourist destination they prefer. This could most likely be
attributed to the destination brand-tourist relationship, whereby tourists reinforce their personality dimensions on to
the brand (de Chernatony & Riley, 1997). At the same time, the findings also support the assertions by Schiffman
and Kanuk (1997) and Solomon (1996) that respondents who prefer a brand use it to project their self-image to
others.
Furthermore, the findings suggest that when a tourism destination brand commands a high preference, the
preferred personality of tourists actually has an influence over its perceived brand personality. The preferred
personality of the tourists would represent its “self”, which could be their ideal, desired, actual or social self.
Implicitly, this means that the preferred personality dimensions of the user/tourist can influence the self-congruity
with a destination brand, provided that the person has built a positive relationship with the brand and then reinforces
his/her personality on to the brand (de Chernatony & McEnally, 1999). Self-congruity is therefore not developed
just by positioning the personality dimensions of the destination to fit those of tourists (Aaker, 1996). It could also
be developed via the relationship between the visitor and the destination brand. Hence, tourists and their preferred
destination brand would end up being more and more similar to each other as the relationship between them grows
favorably.
Based on the findings of the present research, two major managerial implications can be identified. First,
tourism destination brand personality alignment with the personality of tourists must be managed properly and more
effectively. Destination brand managers must identify the major influences of their visitors’ personality on the
perceived personality of their destination brands. This would provide them with an indication of whether they have
targeted suitable market segments. In terms of tourism marketing communication and promotion, which celebrity
endorsers should be picked to project and influence the personality desired for a destination brand is an important
decision. This is consistent with McCracken’s (1989) transfer model, which states that brand personality is
congruent to the personality of the spokesperson (early adopters and celebrities). Besides just using various
advertising approaches to build the personality of destination brands, strategic initiatives can be made to steer and
manipulate the brand’s personality. Targeting suitable market segments and spokespersons who possess the
personality dimensions that would reinforce those of the destination brand deserves optimum attention. Secondly,
the building of destination brand personality can be managed and executed with more accuracy and effectiveness
with influence from the personality of the majority of tourists-visitors. Destination brand managers can gain better
alignment of their brand personality dimensions by “tuning” each of the personality dimensions of their brands to
the personality dimensions of their targeted market segments. Subsequently, this would make it even easier for
tourists to influence the perceived personality of their preferred destination brand and hence find a reconciling
congruity between both their personality dimensions.
