SRPSKA ADAPTACIJA SKALE LIČNOSTI BRENDA (BPS): PRIMENA U IZBORU TURISTIČKIH DESTINACIJA

Tamara Jovanović, Sanja Božić, Bojana Dinić, Nebojša Majstorović

Apstrakt


Cilј ovog istraživanja je ispitivanje validnosti srpske adaptacije Skale ličnosti brenda (Brand Personality Scale – BPS: Aaker, 1997) u primeni na turističke destinacije. BPS je razvijen kao mera pet osobina ličnosti bilo koje vrste brenda: Iskrenost, Uzbudlјivost, Kompetentnost, Sofisticiranost i Sirovost. U prvoj studiji urađenoj na 192 (76% žena) turista iz studentske populacije, eksplorativnom faktorskom analizom je zadržano četiri faktora: Iskrenost, Uzbudlјivost, Kompetentnost i Sofisticiranost. Faktor Sirovost nije ekstrahovan u ovoj studiji. U drugoj studiji urađenoj na 490 (56% žena) turista iz opšte populacije, primenjena je konfirmatorna faktorska analiza kako bi se proverilo četvorofaktorsko rešenje iz prve studije. Rezultati ukazuju na to da ovo četvorofaktorsko rešenje, uz određeno alociranje i redukciju ajtema, ima zadovoljavajuće indikatore saglasnosti. Faktori Uzbudlјivost i Iskrenost se u većoj meri poklapaju sa istim faktorima u originalnom modelu, dok faktori Kompetentnost i Sofisticiranost imaju nešto drugačiju strukturu. Faktorom Uzbudljivost je predstavljena živa, energična i mladalačka destinacija, dok je faktorom Iskrenost predstavljena poštena, topla i gostoljubivaa destinacija. Faktorom Kompetentnost je predstavljena uspešna i tehnički moderna destinacija. Ovaj faktor sadrži samo dva ajtema iz originalnog istoimenog faktora (tehnički moderno i predvodeće), ali ostali ajtemi pokrivaju isti aspekt destinacije kao što je savremena i glamurozna destinacija u kojoj se naglašava visoki status. Faktor Sofisticiranost, takođe, obuhvata samo dva ajtema iz originalne istoimene skale (ženstveno i zgodno), koji se odnose na fizičku atraktivnost i pojavu, dok se ostatak ajtema odnosi na destinacije u kojima se naglašava marljivost i veštine. Može se pretpostaviti da destinaciju koja se opsiuje kao sofisticirana karakteriše fizički dojam u cilju ostvarivanja uspeha. Rezultati generalno ukazuju da postoji kulturna specifičnost u opisu turističke destinacije.

Ključne reči


Skala ličnosti brenda, ličnost turističke destinacije, srpski turisti, faktorska validnost, pouzdanost

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DOI: http://dx.doi.org/10.19090/pp.2017.1.37-61

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