TY - JOUR
T1 - Exploring personality and fit for garden festivals and parks
T2 - a Best-Worst Scaling approach
AU - Quintal, Vanessa
AU - Soutar, Geoff
AU - Phau, Ian
AU - Sood, Abhinav
PY - 2021
Y1 - 2021
N2 - The current study explores the personality attributes and fit between garden festivals and parks that host them. The research adopted a bottom-up approach, inviting stakeholder participation in six focus groups, two expert panels, a pilot study and three main studies to examine Araluen Botanic Park, Western Australia as well as its Chilli Festival and Tulip Festival. A total of 878 completed surveys were collected. The personality attributes of the Chilli Festival identified as being Contemporary and Competent, and the Tulip Festival, as being Tranquil. Both garden festivals shared the Genuine attribute, demonstrating some personality fit. However, the personality attributes of the park remained undetermined. By adopting the theoretical underpinnings of the Brand Personality Scale (BPS) and the methodological approach of Best-Worst Scaling (BWS) to identify the personality attributes, the study presents a framework to access much needed information effectively. The information guides pragmatic branding strategies for differentiating and creating connections with visitors.
AB - The current study explores the personality attributes and fit between garden festivals and parks that host them. The research adopted a bottom-up approach, inviting stakeholder participation in six focus groups, two expert panels, a pilot study and three main studies to examine Araluen Botanic Park, Western Australia as well as its Chilli Festival and Tulip Festival. A total of 878 completed surveys were collected. The personality attributes of the Chilli Festival identified as being Contemporary and Competent, and the Tulip Festival, as being Tranquil. Both garden festivals shared the Genuine attribute, demonstrating some personality fit. However, the personality attributes of the park remained undetermined. By adopting the theoretical underpinnings of the Brand Personality Scale (BPS) and the methodological approach of Best-Worst Scaling (BWS) to identify the personality attributes, the study presents a framework to access much needed information effectively. The information guides pragmatic branding strategies for differentiating and creating connections with visitors.
KW - Brand personality
KW - BWS
KW - festivals
KW - fit
KW - parks
UR - http://www.scopus.com/inward/record.url?scp=85088564869&partnerID=8YFLogxK
U2 - 10.1080/13683500.2020.1798894
DO - 10.1080/13683500.2020.1798894
M3 - Article
AN - SCOPUS:85088564869
SN - 1368-3500
VL - 24
SP - 1686
EP - 1702
JO - Current Issues in Tourism
JF - Current Issues in Tourism
IS - 12
ER -