Examining the role of destination personality and self-congruity in predicting tourist behavior

The objective of this study was to examine the relationships among destination personality, self-congruity, tourist-destination relationship and destination loyalty. Brand relationship theory and attitude theory were used to conceptualize the framework of this study. A survey with a convenience sample of 356 foreign tourists visiting Shimla and Dharamsala, India was conducted. The findings suggest that tourists attribute personality traits to tourism destinations. Furthermore, structural equation modeling reveals that both destination personality and self-congruity positively influence the tourist-destination relationship which further leads to destination loyalty. Arguably, this is the first study in tourism research which investigates the collective role of destination personality and self-congruity in influencing tourist behavior through the tourist-destination relationship. The study offers multiple theoretical and practical implications for both academicians and practitioners.