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To develop a measurement scale of brand personality for the convention destination, authors adopted Zaltman Metaphor Elicitation Technique(ZMET) as qualitative method of doing it. To develop "thick description" through the qualitative research, 13 experts in convention fields have been selected and interviewed. 550 items for the convention destination's BPS have been metaphorically elicited and finally 16 items have been decided. The brand personality scale(BPS) for the convention destination includes the five underlying dimensions: affluent, sincere, unique, sophisticated, and attractive. Notwithstanding several limitations the technique, authors think, will make a contribution to achieving a new horizon for the future convention research.핵심용어(Key words):은유유도기법(ZMET), 브랜드 개성(Brand Personality), 컨벤션 개최지(Convention Destination), 스토리텔링(Storytelling), 비언어적 수단(non-verbal vehicle)