The Influence of Destination Personality on Brand Image Evaluation Among Archaeological Tourists

A study on the Archaeological Heritage of the Lenggong Valley reveals that its brand personality significantly influences tourists' evaluation of its image. The research identified six key dimensions—competence, sophistication, sincerity, ruggedness, demonstrative, and emotional—with four (sincerity, ruggedness, sophistication, and demonstrative) positively impacting brand perception. Notably, the dimensions 'demonstrative' and 'emotional' emerged as new contributions to tourism marketing literature. The study analyzed responses from 300 tourists at the Lenggong Valley Archaeological Gallery using Aaker’s (1997) brand personality framework, providing insights into how destination personality shapes archaeological tourism experiences.

KoK, S. P., Md Noor, S.,. (2015). THE INFLUENCE OF DESTINATION PERSONALITY ON BRAND IMAGE EVALUATION AMONG ARCHAEOLOGICAL TOURISTS. Jurnal Komunikasi, Malaysian Journal of Communication, 31(1), 133–152. https://doi.org/10.17576/jkmjc-2015-3101-07