Multifaceted Destination Personality Traits : A Short Communication on Understanding from Tourists’ Perspective

This short communication is an extract from a major research work on destination branding, and this cull out of analysis focused on the multifaceted destination personality traits that the destinations possess and perhaps how such perceptions of tourists differ based on the selected personal factors. Though there are many studies in the destination branding literature, the evidence regarding the personality traits is still at the stage of progression, and approaches referring to multifaceted personality traits are unseen. After the pilot testing, a structured questionnaire was floated to 400 tourists who visited the selected destinations – a district in Tamil Nadu, India, between June 2019 and February 2020, where 327 responses were finalized. The questionnaire had statements measuring the destination’s personality traits and other questions on tourists’ characteristics. Combined mean calculation and multivariate results revealed that two personality traits, welcoming and friendly, were emphasized by the tourists and perceived in common. Also, personality traits such as spiritual and charming were found to be commonly perceived. The mean values also indicated the existence of multifaceted destination personality traits – some inherent and some perceived. Marketers and others thereof have been recommended on the branding and advertising strategies based on the outcome of this communication. The limitations and scope of this research have been indicated.