The direct and indirect impact of country personality on behavioral intentions for travelling: the full mediation effective of the affective country image

The purpose of the current research is to investigate the direct and indirect influence of country personality dimensions on consumer behavioral intentions to visit a specific country, considering affective country image as a mediator. A quota sample of 685 valid respondents from Brazil was analyzed. Portugal was chosen as the stimulus country and the questionnaire was delivered in Portuguese for Brazilians. AMOS 20.0 was employed to examine the proposed model. The predictors of behavioral intentions to visit explain around 67% of its variance. Affective country image is seen a perfect/full mediator between country personality and behavioral intentions to visit. Thus, country personality dimensions have a positive indirect effect on behavioral intentions to visit. Assiduousness and agreeableness show a positive significant influence on affective country image, whereas snobbism shows a significant negative influence. International business marketers should focus on developing marketing strategies emphasizing the distinctive personality of their country destinations. However it is important to keep in mind the higher importance of the emotional components of the country image

The influence of country personality dimensions on intentions to recommend visiting: the preponderance of assiduousness and wickedness

The purpose of the current research is to investigate the relationships between country personality dimensions and consumer behavioural intentions, and to examine in detail the perceived personality of a stimulus-country. A convenience sample of 130 individuals from Brazil was surveyed and 115 usable questionnaires were analyzed. Portugal was chosen as the country for scrutiny and the questionnaire was delivered in Portuguese. Country personality was measured using the 24 items of personality traits six dimensions scale of d’Astous & Boujbel (2007). The research findings suggest that consumers ascribe personality characteristics to countries. All the items show high factorial weights, and in the proposed model the percentage of the variance of the intention to recommend explained by the perceived country personality dimensions equals around 23%. Assiduousness showed a positive significant influence on intention to recommend, whereas wickedness showed a significant negative influence. The findings suggest differences from the comparable earlier studies. Practical and theoretical implications are discussed. Complementarily, and as suggested by the personality traits frequency analysis, Portugal is seen as a traditionalist countryinfo:eu-repo/semantics/publishedVersio

Country personality scale: is a five-dimensional model a better methodological instrument?

In this article, we investigate the Country Personality Scale and explore the use of a five-dimensional scale instead of the originally proposed six-dimensional scale and its application for evaluating consumers' behavioral intentions. The aim of this article is to evaluate the Country Personality Scale and to adapt it to the Portuguese context, proposing a model anchored in a reduced Country Personality Scale. Pretest (a sample of 115 Brazilians) and main survey data (685 responses from São Paulo and Bahia states in Brazil) are considered. Portugal is the stimulus country. The proposed research model relating the country's personality dimensions to its behavioral intentions to visit is estimated using structural equation modeling with AMOS, and the research hypotheses are tested. The results suggest that five dimensions (agreeableness, assiduousness, conformity, snobbism, and unobtrusiveness) should be considered when measuring country personality. There is a perception that this scale is a useful instrument for a quantitative approach to measuring a country personality construct and its impact on behavioral intentions, which can help researchers and marketers address international and cross-cultural marketing issues. Based on the main survey data, subjected to the personality trait frequency analysis, Portugal is classified as a conformist country.info:eu-repo/semantics/acceptedVersio