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The role of functional associations in building destination brand personality: When official websites do the talking

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journal contribution
posted on 2019-06-13, 11:01 authored by Sara Vinyals-Mirabent, Mihalis Kavaratzis, José Fernández-Cavia
Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we analyze the content of twelve official European urban destination websites. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better project desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for future research. The projected personality of destinations should not be studied independently from the functional dimension of brand image.

Funding

This research work has been partially funded by the project “The tourist on the Web: informational habits and destination choice. ITOURIST” (CSO2014-59896-P), of the Ministry of Economy and Competitiveness of the Spanish Government.

History

Citation

Tourism Management, 2019, 75, pp. 148-155

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Business

Version

  • AM (Accepted Manuscript)

Published in

Tourism Management

Publisher

Elsevier

issn

0261-5177

Acceptance date

2019-04-24

Copyright date

2019

Publisher version

https://www.sciencedirect.com/science/article/pii/S0261517719300846?via=ihub

Notes

The file associated with this record is under embargo until 12 months after publication, in accordance with the publisher's self-archiving policy. The full text may be available through the publisher links provided above.

Language

en

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