Exploring the role of tourism destination personality in destination branding—A review of destination personality research

The analysis of Tourism Destination Brand Personality is relatively recent. Tourism Destination Personality refers to brand personality in the context of tourism literature, which is defined as ‘the set of personality traits associated with a destination’. This paper aims to explore the role between tourism destination personality and tourism destination branding. After making an analysis the trail of research documents on tourism destination personality, the paper firstly introduces the origin and definition of tourism destination personality, and then also reviews the composition dimensions of tourism destination personality based on the brand personality scale, further summarizes and analyses the influence of tourism destination personality on tourist behavior. Eventually the paper discusses the existing shortcomings of the present research and looks forward to the trend of tourism destination personality research. The findings are expected to shed light on managerial practice of destination branding so as to elevate destination competitiveness.