The Resort Brand Personality A Study on Long Term Period Online Reviews 2008 - 2020

The long-term brand personality research is scarce, this research utilizes the availability of online reviews dataset in TripAdvisor to construct the resort brand personality in Bali, Indonesia. This research spans from 2008 through 2020. The online reviews data is cleansed once it is collected, for further exploratory factor analysis based on the Aaker brand personality dictionary. The findings show that sincerity is the dominant dimension from, the second dominant dimension is sophistication, while the third is excitement, this dimension is concerned with cheerfulness as something new, energetic, and bright character of the resort.