مرکز منطقه ای اطلاع رساني علوم و فناوري - Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination

Abstract :

Although in branding strategies the concept of brand personality is very popular with the aim of differentiating between similar consumer goods on the market, the characteristics of this concept remain insufficiently explored and in particular, as applied to tourism destinations. Marketers and researchers should also perceive tourists as individuals (not only as segments or groups), each with his/her self-opinion and self-perception which can define and affect his/her future behaviour and actions. Introducing the concept of self-congruity theory and its match with destination brand personality can be useful in predicting tourist behaviour. In this paper the researcher applied different method to examine the perceived brand personality of an unknown destination and its relation to the self-concept and intention to visit that destination. The hypothesis that claims there is a relationship between destination brand personality, self-congruity and the tourists’ intention to visit a certain destination was tested and supported after the analysis of the data obtained during the survey. The study results provide useful implications for destination marketers as to how should they evaluate and test destination branding and marketing efforts.