ABSTRACT

Destination personality is a concept originates from brand personality which is identified as human characteristics associated with a brand. This study aims to evaluation of studies which about tourism sector and in particular destinations, since the introduction of the brand personality concept in the literature. Accordingly, a pivottable is composed the end of extensive research about destination personality. Gathered findings indicate that destination image, self-alignment, behavioral intentions, pleasure, satisfaction and loyalty are commonly used variables in the researches are about destination personality and also, explanatory factor analysis, confirmatory factor analysis, structural equation model, regression analysis, correlation analysis, One-Way ANOVA, t-test, content analysis, chi square test are mainly used in them.