“Design and validation of the Brand Personality Scale in Tourist Destinations”

Tourist destinations have had a decrease in demand due to deterioration due to a lack of budget to the point of becoming undesirable and attractive to visitors (Hultman et al., 2017). In addition to this, COVID-19 significantly affects tourism, since destinations must adapt to the new normality. According to Usakli and Baloglu (2011), to face these challenges, tourist destinations must focus their efforts on re-strengthening the place brand. Moreover, to Greene et al. (2021), it is vital to reflect congruent lifestyles and attitudes with tourists, which will allow positive associations and predisposition to visit. Likewise, Brand Personality (BP) is crucial to creating a differential positioning, and brand-related personality attributes stimulate tourists’ destination decisions (Ghosh, 2016).