文章基本信息

标题：CITY BRAND PERSONALITY - AN INTERNATIONAL CONCEPT WITH REGIONAL APPLIANCE IN THE TOURISM DEVELOPMENT STRATEGY
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作者：OANA TUGULEA ; CLAUDIA BOBALCA ; CAMELIA SOPONARU 等
期刊名称：CES Working Papers
电子版ISSN：2067-7693
出版年度：2013
卷号：5
期号：4
出版社：University of Iasi
摘要：The personality of a city is an important concept to be created and evaluated by localadministrators as this should be part of the touristic strategic approach.The aim of this paper is to create a research instrument that allows researchers to define thebrand personality of a Romanian city. In order to use one instrument in a specific geographical area,the instrument has to be created using a qualitative research.Three focus groups were conducted in order to identify items to create the research instrumentwhich is presented at the end of the paper. This research is a preliminary step for a future quantitativeresearch that is intended to measure the city brand personality of the city of Iasi. The created instrumentcan be applied to any Romanian city
关键词：Brand personality; City Brand personality; focus group; personality traits; research;instrument