Measurement of destination personality: an updated literature review

• Main Authors: Zulfiqar, Urooj, Singh, Harcharanjit, Khan, Asfandyar, Ullah, Ikram, Yesmin, Aliya, Al-Juboori, Zainab Mohammed Alwan
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2022
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/id/eprint/100666/1/UroojZulfiqar2022_MeasurementofDestinationPersonality.pdf; http://eprints.utm.my/id/eprint/100666/; http://dx.doi.org/10.6007/IJARBSS/v12-i1/12231

Destination branding has been an extensively investigated idea as governments and corporations seek to reposition their respective destinations' images in the mainstream sphere. Many areas of destination branding are researched; not only for the purpose of branding or rebranding locations, but...