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Psihologija
2020, vol. 53, br. 1, str. 65-85
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 30/01/2020
doi: 10.2298/PSI190423016K
Creative Commons License 4.0
Konstrukcija i validacija nove mere ličnosti odredišta putovanja
aUniverzitet u Novom Sadu, Prirodno-matematički fakultet
bUniverzitet u Novom Sadu, Filozofski fakultet, Odsek za psihologiju

e-adresa: sanja.bozic@dgt.uns.ac.rs

Projekat

Transformacije geoprostora Srbije - prošlost, savremeni problemi i predlozi rešenja (MPNTR - 176020)

Sažetak

Osnovni cilj ovog istraživanja je bio da se konstruiše nova skala za merenje ličnosti odredišta putovanja - Skala ličnosti odredišta putovanja (eng. Destination Personality Scale - DPS). Pretpostavljeno je da će DPS potvrditi primenljivost petofaktorske strukture originalne Ejkerove Skale ličnosti brenda (eng. Brand Personality Scale - BPS; Aaker, 1997) kada se odaberu odgovarajući pridevi za opisivanje ličnosti odredišta putovanja. Rezultati su potvrdili petofaktorsku strukturu DPS sa dimenzijama Uzbuđenje, Iskrenost, Kompetentnost, Sirovost i Prefinjenost. Konačna verzija DPS sastoji se od 24 stavke, a dimenzije su pokazale dobru konstruktnu (konvergentnu i diskriminativnu) i kriterijumsku validnost, kao i pouzdanost.

Ključne reči

Skala ličnosti odredišta putovanja; Skala ličnosti brenda; brendiranje odredišta putovanja; marketing turističkih lokacija

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