2026-04-03T21:11:49Zhttps://recercat.cat/oai/requestoai:recercat.cat:10256/196052024-06-13T09:38:39Zcom_2072_452955com_2072_2054col_2072_453035col_2072_453082
RECERCAT
author
Hassan, Mohamed Abdalla Elsayed
author
Zerva, Konstantina
author
Aulet Serrallonga, Sílvia
2024-06-13T09:38:39Z
2024-06-13T09:38:39Z
2021-05-29
http://hdl.handle.net/10256/19605
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 discussedThe 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
Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess
Construcció de marca (Màrqueting)
Branding (Marketing)
Patrimoni de la humanitat
World Heritage areas
Brand Personality Traits of World Heritage Sites: Text Mining Approach
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion peer-reviewed