Katharina Egger

Insights from experimental research on the perception of #DestinationPersonality from the web

MySmark recently started a short experimental research about the perception of #DestinationPersonality from the web. Therefore, two destinations in Ireland were selected and the official online websites of these destinations were used in order to get a first impression of the destination. Most of the Interviewees have never visited the specific destination, which contributed to the concept. During the survey, the participants were able to scroll through one of the websites for one minute. After that the survey began automatically. The destinations chosen for this research were County Clare and County Kerry. The outcome of the research gives some interesting insight. The results show, that the website of a destination is still the most used channel when it comes to ...

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Introducing: The #DestinationPersonality Toolkit

The concept of Destination Personality gains more and more interest in different industries around the world. Especially the Tourism Industry in Europe, which has been steadily growing over the last few years, could make great use of Destination Personality research and its benefits on the marketing of Tourism Destinations (European Travel Commission, 2017). According to an official statistic on statista.com, online marketing channels in particular come into view. Tourism Destinations will further invest most of their marketing budget into online channels. Therefore, it is very important to further enhance the knowledge about the benefits of the concept of Destination Personality throughout the market and encourage the research on this theme. MySmark is in the process of creating a Toolkit for ...

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#BrandPersonality and Human Resources Management

Every big brand has its own spirit or charisma, which works on the emotional side and pulls the people right towards the brand. This is the so called Brand Personality. Through this concept, human personality traits are applicable to brands, making this emotional side better definable. With the help of the Brand Personality scale, an analysis of a brand´s personality can be achieved: A brand´s personality is a very important aspect, which should be carefully considered and evaluated within the brand´s identity and image, because it is the connecting emotional piece between a brand and its customer. Note, however, that a brand´s customer can as well be internal, speaking of the human resources of the brand. These internal customers are ...

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