Destination personality: sources and dimensions. The case of Rome

Personality is one of the major components in the construction of a branding strategy. This study aims to analyze the concept of brand personality applied to destinations. The research objectives are twofold. First, the study aims to identify the personality traits able to describe it and on the basis of these results, the personality of a specific city is studied and defined. Second, the study aims to identify the potential sources or destination personality and to assess their role in forming different destination personality dimensions. For both studies, the target population consists of national and international visitors of Rome. The results allow us to identify the set of traits making up the personality of a destination in general terms and, in particular, to assess the personality of the city of Rome and its sources.