Brand personality of tourist destinations: An application of self-congruity theory |
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Authors: | Ahmet Usakli Seyhmus Baloglu |
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Affiliation: | 1. Department of Tourism Management, Faculty of Tourism, Nevsehir University, 2000 Evler Mah., Zubeyde Hanim Cad., 50300 Nevsehir, Turkey;2. Department of Tourism and Convention Administration, William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, 4505 Maryland Parkway, Box 456023, Las Vegas, NV 89154-6023, United States |
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Abstract: | 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 that the perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on tourists’ 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 congruity and ideal congruity have a positive impact on behavioral intentions. The study concludes that self-congruity is a partial mediator on the relationship between destination personality and tourist’s behavioral intentions. The practical and theoretical implications are discussed within the contexts of destination branding and the self-congruity theory. |
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Keywords: | Destination branding Brand personality Destination personality Self-congruity theory Las Vegas |
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