A Study on Brand Personality Traits of Tourist Destinations and Tourist Self-Congruity

Abstract

Recently, the idea of brand personality has begun to be applied in the study of tourist destinations and has gained some attention. Most of the previous studies have only used the consumer goods model and have not fully considered the special characteristics of tourism and all the different self-perceptions of tourists. Here is an organised system of analysis for the brand personality of tourist destinations and tourist self-congruity. According to the reasons for changes in the tourism experience, it has been proposed to revise the dimensions of destination brand personality. It can also show the many levels of tourists' self-concept in tourism situations and the features of selective activation. The concept of correspondence in this paper is not fixed and varies. Many studies have found that cognition is an intermediary variable; emotional resonance is a cause, and changes in self-congruity irregularly affect behavioural intention. According to the three attributes of the different places, contextual regulation and experience co-creation are used to build the brand image of a tourist destination. This paper will offer all the theoretical support for the research on the psychological links between tourists and tourist destinations.