The Relationship Between Destination Brand Personality And Tourists’ Post

Just as the common products, tourism destination also can be personalized, and have the unique personality traits, such as Europe is traditional and educated, Africa is original and straightforward. A unique tourist destination personality can be used to distinguish different destination, affect tourist’s destination preference, improve the destination image, and improve tourist’s loyalty.Futhermoer, the notion of the self-congruity theory is the drive in consumer to prefer brands with personalities that are congruent with their own personality. According to the self-congruity theory, there should be congruence between destination personality and visitors’ self concept. Applying it within the context of tourism destinations, it can be proposed that the greateer the match between the destination personality and the vistor’s self-concept, the more likely it is that the visitor will have a favorable attitude toward the destination.This attitude may result in a re-vistit or word of mouth.The purpose of this research was to investigate the perceived destination personality and to examine the relationships among destination personality, self-congruity, and tourist’s behavioral intention.Understanding the congruity between destination personality and visitor’s self-concept is important to gain insight into the complex nature of travel behavior.The findings of the study indicate that:(1) Tourists indeed ascribe personality characteristics to destinations and the perceived destination personality is five dimensional:vibrancy, sophistication, competence, contemporary and sincerity.(2) These dimensions have a positive influence on tourists’ intention to return and intention to recommend.(3) The study also supports the self-congruity theory within the context of tourism destinations, indicating that both actual congruity and ideal congruity have a positive impact on behavioral intentions. (4) The study concludes that self-congruity is a partial mediator on the relationship between destination personality and tourist’s behavioral intentions.