Brand personality and destination image of Istanbul: A comparison across nationalities
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Abstract
This study is intended to measure brand personality and destination image of Istanbul (Istanbul, Turkey) and compare the perceived image and personality across different nationalities. A representative sample of 334 tourists was surveyed while visiting Istanbul and 272 usable surveys were analyzed in SPSS 15. The survey instrument included quantitative and qualitative (open ended) items to better grasp the visitors' individual perceptions. Respondents were grouped into four segments depending on the geographic and cultural proximity of their nationalities: USA, UK, Europe, and East Asia. Factor analysis was conducted to find underlying image and personality dimensions. Next ANOVA was conducted to identify significant image and personality variations across different nationalities. ANOVA findings showed that there are statistically significant perception differences across different nationalities for cognitive and overall image, as well as for personality perception and behavioral intension to recommend. Practical and theoretical implications are also discussed.