Design and validation of the Brand Personality Scale in Tourist Destinations
The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure B...
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| Formato: | Artículo |
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2022
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| author | Cruz Tarrillo, Jose Joel Liliana Haro-Zea, Karla Apaza Tarqui, Edison Effer Turpo Chaparro, Josue Edison |
| author_browse | Apaza Tarqui, Edison Effer Cruz Tarrillo, Jose Joel Liliana Haro-Zea, Karla Turpo Chaparro, Josue Edison |
| author_facet | Cruz Tarrillo, Jose Joel Liliana Haro-Zea, Karla Apaza Tarqui, Edison Effer Turpo Chaparro, Josue Edison |
| author_sort | Cruz Tarrillo, Jose Joel |
| collection | Producción científica |
| description | The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory analysis, χ2 = 921.57, p = 0.000, RMR = 0.069, GFI = 0.917, AGFI = 0.829, CFI = 0.980, TLI = 0.976, NFI = 0.975, IFI = 0.980 and RMSA = 0.065, with an appropriate internal consistency (performance: α = 0.984; social innovation α = 0.982; honesty α = 0.964). Composite reliability was CR > 0.70 and convergent validity was AVE > 0.5. In conclusion, the values imply an acceptable adjustment, for which the model is adequate, and the scale is valid to be applied in tourism. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/250 |
| institution | UPeU |
| language | English |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/2502026-10-30T17:00:37ZDesign and validation of the Brand Personality Scale in Tourist DestinationsCruz Tarrillo, Jose JoelLiliana Haro-Zea, KarlaApaza Tarqui, Edison EfferTurpo Chaparro, Josue Edisonbrand personalitymarketingmodelscaletourismThe new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory analysis, χ2 = 921.57, p = 0.000, RMR = 0.069, GFI = 0.917, AGFI = 0.829, CFI = 0.980, TLI = 0.976, NFI = 0.975, IFI = 0.980 and RMSA = 0.065, with an appropriate internal consistency (performance: α = 0.984; social innovation α = 0.982; honesty α = 0.964). Composite reliability was CR > 0.70 and convergent validity was AVE > 0.5. In conclusion, the values imply an acceptable adjustment, for which the model is adequate, and the scale is valid to be applied in tourism.Articlehttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16309/IM_2022_02_Tarrillo.pdfhttps://doi.org/10.21511/im.18(2).2022.0110.21511/im.18(2).2022.01https://hdl.handle.net/20.500.15037/250W4221048054enInnovative Marketing1814-24271816-63262022-04-012026-06-13T08:06:43Z2026-06-13T08:06:43Z |
| spellingShingle | brand personality marketing model scale tourism Cruz Tarrillo, Jose Joel Liliana Haro-Zea, Karla Apaza Tarqui, Edison Effer Turpo Chaparro, Josue Edison Design and validation of the Brand Personality Scale in Tourist Destinations |
| title | Design and validation of the Brand Personality Scale in Tourist Destinations |
| title_full | Design and validation of the Brand Personality Scale in Tourist Destinations |
| title_fullStr | Design and validation of the Brand Personality Scale in Tourist Destinations |
| title_full_unstemmed | Design and validation of the Brand Personality Scale in Tourist Destinations |
| title_short | Design and validation of the Brand Personality Scale in Tourist Destinations |
| title_sort | design and validation of the brand personality scale in tourist destinations |
| topic | brand personality marketing model scale tourism |
| topic_facet | brand personality marketing model scale tourism |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16309/IM_2022_02_Tarrillo.pdf https://doi.org/10.21511/im.18(2).2022.01 https://hdl.handle.net/20.500.15037/250 |
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