摘要：The personality of a city is an important concept to be created and evaluated by localadministrators as this should be part of the touristic strategic approach.The aim of this paper is to create a research instrument that allows researchers to define thebrand personality of a Romanian city. In order to use one instrument in a specific geographical area,the instrument has to be created using a qualitative research.Three focus groups were conducted in order to identify items to create the research instrumentwhich is presented at the end of the paper. This research is a preliminary step for a future quantitativeresearch that is intended to measure the city brand personality of the city of Iasi. The created instrumentcan be applied to any Romanian city
关键词：Brand personality; City Brand personality; focus group; personality traits; research;instrument
