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Brand Personality Traits of World Heritage Sites: Text Mining Approach

Author

Listed:
  • Mohamed Abdalla Elsayed Hassan

    (Department of Business, University of Girona, 17004 Girona, Spain)

  • Konstantina Zerva

    (Department of Business, University of Girona, 17004 Girona, Spain)

  • Silvia Aulet

    (Department of Art and History of Art, University of Girona, 17004 Girona, Spain)

Abstract

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 discussed.

Suggested Citation

  • Mohamed Abdalla Elsayed Hassan & Konstantina Zerva & Silvia Aulet, 2021. "Brand Personality Traits of World Heritage Sites: Text Mining Approach," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:6142-:d:565240
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    References listed on IDEAS

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    1. Yingxia Xue & Honglei Liu, 2023. "Exploration of the Dynamic Evolution of Online Public Opinion towards Waste Classification in Shanghai," IJERPH, MDPI, vol. 20(2), pages 1-15, January.
    2. MacNiven, Sean & Lennon, J. John & Roberts, Julie & MacNiven, Maxime, 2023. "In other words: Glasgow (Perception through Word Associations)," OSF Preprints yfaw2, Center for Open Science.
    3. José Ramón-Cardona & David Daniel Peña-Miranda & María Dolores Sánchez-Fernández, 2021. "Critical Analysis of a World Heritage Site in Terms of Conservation and Tourism Promotion: The Case of “Ibiza, Biodiversity and Culture” (Ibiza, Spain)," Sustainability, MDPI, vol. 13(23), pages 1-23, November.

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