Study Of The Impact Of Tourism Destination Personality And Social-based Self-congruity On Behavioral Intentions Of Tourist

Brand personality is an important factor affecting brand preference,which can prompt the consumer behavioral intentions,satisfaction and loyalty.Successful brand personality can effectively distinguish the brand from their competitors.The brand personality also could improve brand equity,enhance brand preference and choice behavior,establishing a stable emotional connection with consumers.In the field of tourism,destination brand personality leads to higher brand trust and brand loyalty through improving tourism destination image actively.Unique and attractive tourism destination brand personality can promote the destination image perception of tourists,and ultimately affect the choice behavior of tourists.Self-congruity effects can be applied to tourism destinations,but most studies pay more attention on the relationship between the actual self-congruity,ideal self-congruity and tourist behavior.Social self-congruity and ideal social self-congruity were almost not included in those studies.In this paper,social self-congruity and ideal social self-congruity are regarded as the social-based self-congruity.Under collectivism cultural background,the impacts of social-based self-congruity on consumer behaviors are higher than the nonsocial-based self-congruity.For collectivist put more emphasis on interpersonal relationships and group's goals.Therefore,based on social-based self-congruity,this paper studies its impact on tourist's behavior intentions.If visitors are elegant and lively in others'image,they would choose travel destinations which tend to have similar personality labels.In order to get data more conveniencely,the paper chose tourists of Xiamen when doing empirical.On the basis of collecting and summarizing documents,the paper first introduces the concept of tourism destination personality,social-based self-congruity,tourist's behavioral intentions and their relationship.Under the foundation of previous studies results,this paper summarizes five dimensions of tourism destination personality which is applied to Xiamen city:happiness,sincerity,wisdom,brave,elegance.Second,the paper selects social self-congruity and ideal social self-congruity as research direction,and divides behavioral intentions into:tourists' intention to return and intention to recommend.Meanwhile,the paper builds a model of tourism destination personality affecting tourist's behavioral intentions based on the social-based self-congruity,then proposes theoretical assumptions and designs the measurement scale of each variable.Finally,the paper acquires sample data by questionnaires,and analyzes the reliability and validity,and ultimately utilizes the structural equation modeling to analyze the assumption.In the end,the paper obtains several important conclusions:(1)tourism destination personality is an important diver of tourist's behavioral intentions,and elegance dimension own the greatest impact,then followed by sincerity,happiness,wisdom;brave have the lowest impact.(2)social-based self-congruity has a significant positive impact on tourist's behavioral intentions,ideal social self-congruity owns the greater impact.(3)social-based self-congruity is a partial mediator on the relationship between destination personality and tourist's behavioral intentions.Ideal social self-congruity has the greater impact.