Piyaporn Auemsuvarn and Piya Ngamcharoenmongkol
This study aims to empirically develop a new destination personality scale (DPS) for Thailand.
Abstract
Purpose
This study aims to empirically develop a new destination personality scale (DPS) for Thailand.
Design/methodology/approach
To fill the previous gaps in the existing literature, this research study used a more concise destination personality definition consisting of human personality traits only, a variety of more than 100 destination stimuli covering 12 categories of tourist destinations including many urban cities across the country, a mix of sample groups (domestic and international tourists) that proportionally represent tourist population visiting the country and mixed method (qualitative and quantitative) approaches.
Findings
The results revealed that the new scale consists of seven personality dimensions representing eastern cultures: traditionalism, kindness, excitement, easygoingness, liveliness, trendiness and charm. The results also showed that the scale is valid and reliable.
Research limitations/implications
First, data was collected using a cross-sectional survey method, so the results are limited to a specific period of time. Thus, longitudinal studies are recommended to enhance the validity and reliability of the scale. Second, destination stimuli used in this scale covered both urban cities and rural areas across the country. Thus, further studies should compare between destination personality dimensions resulting from urban cities as stimuli and those from rural areas.
Practical implications
City tourism marketers can use this scale as a valid tool for measuring destination personalities in urban cities of the country and checking whether such personalities are consistent with what is intended.
Originality/value
To the best of the authors’ knowledge, this research is the first attempt to develop the Thailand Destination Personality Scale (TDPS).
Details
Keywords
Sid Lowe, Astrid Kainzbauer and Piya Ngamcharoenmongkol
This paper aims to explore the topic of embodiment as a gap in meaning-making within the literature on business relationships in IMP and business marketing academic discourse…
Abstract
Purpose
This paper aims to explore the topic of embodiment as a gap in meaning-making within the literature on business relationships in IMP and business marketing academic discourse. Referring to the theories of embodiment, the authors question the dominant worldview of Cartesian dualism which marginalizes the influence of the body in meaning-making and explore relevant implications of an embodiment agenda for research and practice. The aim is to demonstrate that embodiment has a vitally important influence in the construction of meanings.
Design/methodology/approach
The paper provides a review of theoretical and empirical literature on embodied cognition and theories of embodiment to construct a cooking metaphor as an analogical vehicle for exploring meanings within business relationships.
Findings
The authors use a cooking metaphor to explore how meaning is created in human interaction. Body and mind blended together produce meaning through the catalyst of discourse and semiotics. Cognition is described as a mixture of rational and non-rational processes involving blended elements of embodied perceptions and psychological ideas stirred and heated in a semiotic “sauce” of discourse (language, communication, information, power/knowledge).
Originality/value
The contribution of the paper is in proposing that both body and mind influence the creation of meanings in business relationships blended through the mediation of language and discourse. The authors aim to advance a “practice” and “linguistic” turn in the business marketing discourse by proposing that embodied, discursive and cognitive processes are more effectively conceived as blended influences.