标题：Study on Traditional Destination Image Improvement by Brand Personality: Taking "Friendly Shandong" as an Example
作者机构：[Ping Sun] Shandong Univ, Tourism Management Dept, Sch Management, Jinan 250100, Shandong, Peoples R China.
会议名称：International Symposium on Green Hospitality and Tourism Management
会议日期：JAN 29-31, 2010
来源：PROCEEDINGS OF INTERNATIONAL SYMPOSIUM ON GREEN HOSPITALITY AND TOURISM MANAGEMENT
关键词：Destination image; brand personality; destination personality; Friendly; Shandong
摘要：Traditional destination should improve or rebuild images and construct a distinct identity that makes tourists face sincerely competitive convergence. Brand personality can give traditional destination personality characteristics to strengthen ties between destination and tourists. Based on relating concepts, such as destination image, brand and brand personality, a measurement model about destination personality including three factors, sincerity, excitement, conviviality, is given. Last, this paper discusses implementation strategy on destination image improvement by brand personality, using "Friendly Shandong" as an example.