Personality attributes of botanic parks and their effects on visitor attitude and behavioural intentions

What is it about?

The current exploratory study conceptualises botanic park personality and explores its effects on visitor attitude and intentions to visit the park. To achieve this, a renown botanic park in Western Australia was selected. Pen-and-paper and online surveys were self-administered to 481 local and international respondents. Two botanic park personality attributes were identified, namely, ‘Excitement’ and ‘Competence,’ which aligned with the destination personality literature. These attributes influenced attitude as well as subsequent intentions to visit and recommend the botanic park for local and international respondents.

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Why is it important?

Tourism research has focused on the personality of destinations. There are limited studies that examine the personality of botanic parks. It is important to develop botanic park personality strategy for its effective positioning and differentiation, which has potential to shape visitor attitude and subsequent intentions to visit. This differentiation will help in giving parks a competitive edge in order to survive in the long run.