2026-04-17T20:07:10Zhttps://recercat.cat/oai/request

oai:recercat.cat:10256/196052024-06-13T09:38:39Zcom_2072_452955com_2072_2054col_2072_453035col_2072_453082

00925njm 22002777a 4500 dc Hassan, Mohamed Abdalla Elsayed author Zerva, Konstantina author Aulet Serrallonga, Sílvia author 2021-05-29 UNESCO World Heritage Sites (WHSs) must necessarily display Outstanding Universal Values (OUVs), as these play a vital role in constructing competitive brand personality (BP) in tourism marketing. However, how these WHS qualities are perceived by visitors still needs substantial investigation. Adopting a visitor-driven approach, this study seeks to explore the intangible attributes of WHSs and, for the first time, uses the BP concept to measure these attributes in cultural attractions. To investigate how visitors perceive WHS personality traits, 5579 visitor-generated reviews of 175 French (39), German (44), Italian (50), and Spanish (42) cultural WHSs on TripAdvisor were analysed using empirical, mixed methods. Results show that four personality dimension categories can be attributed to WHSs: Sophistication, Sincerity, Competence, and Excitement. Moreover, a novel BP lexical technique is presented along with a 222-item personality trait dictionary, which can be used to measure personality traits in cultural attractions. Theoretical and practical implications of the study are also discussed The Open Access of this article was partially financed by the Laboratori Multidisciplinar de Recerca en Turisme (LMRT), consolidated research group 2017SGR 987 (2017–2021), from the Generalitat de Catalunya, AGAUR http://hdl.handle.net/10256/19605 Construcció de marca (Màrqueting) Branding (Marketing) Patrimoni de la humanitat World Heritage areas Brand Personality Traits of World Heritage Sites: Text Mining Approach