Design and validation of the Brand Personality Scale in Tourist Destinations
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Date
2022-04-01Author(s)
Cruz-Tarrillo, Jose Joel
Haro-Zea, Karla Liliana
Apaza Tarqui, Edison Effer
Turpo-Chaparro, Josue
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“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.“
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- Web of Science (WOS) [236]