Measuring Destination Brand Personality of Jaipur as a Destination Brand

The present research study is based on the application of the concept of brand personality to the tourist destination brand in Indian context. The study location is Jaipur, a popular Indian heritage city. Through exploratory factor analysis and frequency distribution five personality traits have been discovered for Jaipur's brand personality as a tourist destination brand. The study is based on the domestic tourists’ perception. The study concludes that the destination brand personality scale differs from one destination to another because of the different characteristic and tourism offerings of the destination. However, the concept of brand personality can be easily applied to destinations similar to the corporate brands. Every destination has its unique personality.