Brand Personality Traits of World Heritage Sites: Text Mining Approach

Round 1

Reviewer 1 Report

In this work the authors aim to deepen the concept of brand personality (BP) related to World Heritage cultural sites (WHSs) and analyse it for the first time from the perspective of visitor perception.

Starting from a review of studies of the last about twenty years conducted in various countries around the world, developing the concepts of Aaker, Pitt and other scholars who have studied the topic of BP, the authors explore perceived personality qualities from visitors’ lenses through their digital reviews. In order to do this, they have examined and processed visitor postexperience reviews of all Spanish cultural WHSs on TripAdvisor although in English language. In their study, the authors come to the identification of a list of 125 item of traits categorized under four personality dimensions.

In my opinion the study is interesting, clear and methodologically correct. It fills a gap and lays the bases for further developments on this topic, extending the use of the same methodology to other realities outside Spain.

I suggest to making the three tables and figure 1 more explicit by providing them, in addition to the explanation in the text, with more description and a legend (F1, F2, F3 and colours used to highlight values) in their captions. In particular, Figure 1 is not so clear also from a graphical point of view. In Table 1 new traits are not in italic but with grey colour.

Author Response

Dear Reviewer, I really thank you so much for your comments, I already changed table one, while I add new more traits and I used the grey colour for differentiation.  I replaced table two with a figure with legends to be easy. Moreover, I change the figure (previously 1) with another figure, I hope it will be fine. 

Reviewer 2 Report

The research is interesting and deepens our understanding of customer's recognisiton of tourist attractions. It would be worth to make similar competitive analysis for other WHS sites and turn to some more management implications. 

Author Response

Dear reviewer, I do thank you so much for your comments, they were significant. I change the sample and include another three countries( France, Italy, Germany and Spain).  I hope the  new update will be fine