The relationship between destination personality, self-congruity, and behavioral intentions

The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist's behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism destinations, indicating that both actual and ideal self-congruity has positive impact on behavioral intentions. The study concludes that self-congruity is a partial mediator on the relationship between destination personality and behavioral intentions. Practical and theoretical implications are discussed within the context of destination branding and self-congruity theory.