Linking travel motivation, tourist self-image and destination brand personality

Murphy, Laurie, Benckendorff, Pierre, and Moscardo, Gianna (2007) Linking travel motivation, tourist self-image and destination brand personality. Journal of Travel and Tourism Marketing, 22 (2). pp. 45-59.

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Despite a growing body of work on destination branding, there has been little investigation of whether or not tourists attribute brand personality characteristics to tourism destinations and whether or not an emotional connection exists based on tourists' perceived self-image and the 'brand personality' of destinations. The aim of this study is to explore the links among four key constructs proposed for the destination branding and choice process-tourist needs, destination brand personality, self-congruity, and intentions to visit and satisfaction with a visit. The results indicate that where tourists can make an association between a destination and a destination brand personality, and where this association is consistent with their desired holiday experience, a high level of congruity will exist between the tourists' self-image and their perceptions of the destination. In turn this self-congruity was related to satisfaction with a visit to the destination but not to intention to travel to the destination.

Item ID: 2573
Item Type: Article (Research - C1)
ISSN: 1540-7306
Keywords: destination branding; brand personality; self congruity; motives; needs; satisfaction
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Date Deposited: 23 Jul 2009 05:37
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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