Host Image and Destination Personality

Authors: Ekinci, Yuksel; Sirakaya-Turk, E.; Baloglu, Seyhmus

Source: Tourism Analysis, Volume 12, Numbers 5-6, December 2007 , pp. 433-446(14)

Publisher: Cognizant Communication Corporation

Buy & download fulltext article:


Price: $25.00 plus tax (Refund Policy)


The purpose of this research was to develop a path analytical model to test multiple direct and indirect relationships involving tourists' perception of host image, destination personality, and behavioral intentions. Specifically, the study tested hypotheses that host image has a positive impact on destination personality that in return will have a positive effect on intent to return and word of mouth. To assess the mediating role of the destination personality, direct effects of host image on intent to return and word of mouth were also investigated. The data were collected from a sample of 365 German travelers to the Mediterranean region of Turkey. The findings of the study indicate that destination personality has three dimensions: conviviality, sincerity, and excitement, and tourists do use these concepts to form symbolic meanings of destinations. These dimensions have a positive influence on intent to return and word of mouth, whereas host image has a positive impact on the destination personality dimensions. The influences of host image on each destination personality dimension show variations in terms of significance and strength of the relationship. Although host image has a positive effect on intent to return, its overall contribution to the explained variance is small. Practical and theoretical implications are discussed within the context of destination branding theory.


Document Type: Research Article


Publication date: December 1, 2007

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
Related content



Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content

Text size:

A | A | A | A
Share this item with others: These icons link to social bookmarking sites where readers can share and discover new web pages. print icon Print this page