Analyzing the Brand Personality of Athens

In recent years, the concept of Βrand Personality is increasingly important in the tourism industry. The personality of businesses and destinations is analyzed by various researchers. The purpose of this study is to analyze the Brand Personality of Athens as a destination from the tourist’s perspective. A survey was conducted with a sample of tourists in 2018. A structured questionnaire in English was distributed to tourists in a central area of Athens. A total of 118 valid questionnaires were collected and analyzed with SPSS. Results show that on the whole tourists are mostly positive and moderate in their evaluation of brand personality of Athens. Athens scores higher in the Charming dimension and is described as particularly cool, imaginative and sentimental. On the other hand, while the dimension Outdoorsy gets the lowest score Athens is perceived as wholesome. Furthermore, tourists feel that the brand personality of Athens lacks in the excitement dimension, especially in the exciting, original and cheerful characteristics whereas the best score in this dimension is young and spirited. Finally, the competence dimension shows that Athens is particularly feminine, friendly and intelligent but needs to be supported to enhance the characteristics of successful, confident and smooth. This study serves as a guide to the city of Athens in managing brand personality. Future research can extend the sample and provide a more detailed analysis of the Athens brand personality.