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The Impact of Country Personality Dimensions on Country Attractiveness and Word-of-Mouth: A Cambodian Tourism Case |
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| รหัสดีโอไอ | |
| Creator | SirintipTraikasem and Kawpong Polyorat |
| Title | The Impact of Country Personality Dimensions on Country Attractiveness and Word-of-Mouth: A Cambodian Tourism Case |
| Publisher | Mae Fah Luang University |
| Publication Year | 2560 |
| Journal Title | MFU Connexion: Journal of Humanities and Social Sciences |
| Journal Vol. | 6 |
| Journal No. | 2 |
| Page no. | 109 |
| Keyword | Country Personality / Country Attractiveness / Word-of-Mouth |
| ISSN | 24654213 |
| Abstract | Conceptualizing a country as a brand, which requires a marketing promotion, can lead to the idea of relating personality to a country. The current study thus focuses on the dimensions of country personality traits on country attractiveness and word-of-mouth in terms of tourism. A survey was conducted with a sample of Thai undergraduate students and Cambodia as the country context. Data were analyzed by a multiple regression in order to explore the relationship among country personality traits, country attractiveness and word-of-mouth. Results reveal that only the competence and sophistication country personality dimensions significantly impact country attractiveness and word-of-mouth. Furthermore, country attractiveness also partially mediates the influence of the sophistication dimension and fully mediates the influence of the competence dimension on word-of-mouth. These findings provide stakeholders in tourism business, both in public and private sectors, a better understanding of country personality so that they can create a marketing campaign for a country by positioning an appropriate country personality. |
