Destination personality: a dimensions analysis and a new scale development in Thailand

Purpose This study aims to empirically develop a new destination personality scale (DPS) for Thailand. Design/methodology/approach To fill the previous gaps in the existing literature, this research study used a more concise destination personality definition consisting of human personality traits only, a variety of more than 100 destination stimuli covering 12 categories of tourist destinations including many urban cities across the country, a mix of sample groups (domestic and international tourists) that proportionally represent tourist population visiting the country and mixed method (qualitative and quantitative) approaches. Findings The results revealed that the new scale consists of seven personality dimensions representing eastern cultures: traditionalism, kindness, excitement, easygoingness, liveliness, trendiness and charm. The results also showed that the scale is valid and reliable. Research limitations/implications First, data was collected using a cross-sectional survey method, so the results are limited to a specific period of time. Thus, longitudinal studies are recommended to enhance the validity and reliability of the scale. Second, destination stimuli used in this scale covered both urban cities and rural areas across the country. Thus, further studies should compare between destination personality dimensions resulting from urban cities as stimuli and those from rural areas. Practical implications City tourism marketers can use this scale as a valid tool for measuring destination personalities in urban cities of the country and checking whether such personalities are consistent with what is intended. Originality/value To the best of the authors’ knowledge, this research is the first attempt to develop the Thailand Destination Personality Scale (TDPS).