L’influence des noms de destination genrés sur les traits de personnalité masculins et féminins de la destination

Details

Supervisors

Kervyn de Meerendré, Nicolas

Faculty

Louvain School of Management

Degree label

Master [60] en sciences de gestion

Abstract

enThis study explores the extent to which the grammatical gender of a destination name (masculine vs. feminine) influences the perception of its gendered personality traits (masculine vs. feminine). Drawing on the concepts of anthropomorphism and brand personality, we hypothesize that the grammatical gender of a destination name influences the personality traits attributed to it. Participants judged the perceived masculine and feminine personality traits of gendered destination names. Analyses show that destinations with masculine (feminine) names are perceived as more masculine (feminine), moderated by the participant's gender. These findings introduce grammatical gender as a possible trigger for anthropomorphism. These results open up avenues in tourism marketing, particularly when choosing place names or formulating offers. Future research should explore these mechanisms in more realistic, multimodal contexts and using other languages.