Projected Destination Brand Personality of Danang City on Fanpage Danang Fantasticity

Abstract

Not only researchers but also destination managers and marketers pay much attention to the articulation of a place brand identity in term of its personality because they believe that it is increasingly valuable for understanding how the destination brand personalities (DBP) are projected and positioned. In the era of the information society, the destinations biuld strong brand personalities via social media such as Facebook. Several studies were conducted in the developed nations including Europe and Korea. However, no research considers this concept in South East Asia. This research aims to diagnose the brand personality dimensions of a city by analyzing the content of its official account on Facebook. The results expand on previous research by identifying how different aspects of what a destination has to offer help portray personality traits. There is huge potential to use attractions to better projected desired personality traits, which leads to a better fit between the personality and the overall projected image. The findings have significant implications both for brand managers to enable them to optimize their communication, and for futere research.