TY - JOUR
T1 - Destination brand personality and destination brand attachment–the involvement of self-congruence
AU - Huang, Zhuowei (Joy)
AU - Zhang, Chaozhi
AU - Hu, Jing
N1 - Funding Information:
This work was supported by the National Science Foundation of China [project serial number: 41471122].
Publisher Copyright:
© 2017 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2017/11/22
Y1 - 2017/11/22
N2 - Drawn upon the brand attachment theory, this study examines the role of destination brand personality (DBP) and self-congruence in developing destination brand attachment (DBA) from the perspective of tourists. In particular, the study investigates whether DBP tends to match tourists’ ideal self or conforms more to the actual self during the DBA development process. The conceptual model is empirically tested with a sample of Chinese independent tourists in Yangshuo, China, a popular destination for this market segment. In addition to identifying the four DBP dimensions relevant to Yangshuo, the most important findings of this study rest on the mediating role of self-congruence between DBP and DBA. These findings suggest that congruence between the actual self and the DBP dimensions of Excitement and Charming contribute to the development of DBA, while the ideal self-congruence does not.
AB - Drawn upon the brand attachment theory, this study examines the role of destination brand personality (DBP) and self-congruence in developing destination brand attachment (DBA) from the perspective of tourists. In particular, the study investigates whether DBP tends to match tourists’ ideal self or conforms more to the actual self during the DBA development process. The conceptual model is empirically tested with a sample of Chinese independent tourists in Yangshuo, China, a popular destination for this market segment. In addition to identifying the four DBP dimensions relevant to Yangshuo, the most important findings of this study rest on the mediating role of self-congruence between DBP and DBA. These findings suggest that congruence between the actual self and the DBP dimensions of Excitement and Charming contribute to the development of DBA, while the ideal self-congruence does not.
KW - Chinese independent tourists
KW - Destination brand personality
KW - actual self-congruence
KW - destination brand attachment
KW - ideal self-congruence
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U2 - 10.1080/10548408.2017.1330171
DO - 10.1080/10548408.2017.1330171
M3 - Article
AN - SCOPUS:85020185494
SN - 1054-8408
VL - 34
SP - 1198
EP - 1210
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 9
ER -