Anticipating tourists' intentions on the basis of destination personality and self-congruity factors

Matić, Jelena. (2011). Anticipating tourists' intentions on the basis of destination personality and self-congruity factors. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology. [mentor Bratko, Denis].

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Abstract

Both constructs and methodology of scientific psychology have until recently been unfairly neglected as a source of knowledge about tourists' impressions and behavior. However, this paper examines the role of particular psychological factors that can affect decisions in the field of tourism. The focus is on the role that destination personality (set of human characteristics associated with a destination) and self-congruity (degree of consistency between consumer's personality and destination personality) have in anticipation of tourists' behavioral intentions (return and recommendation). Online survey was conveyed with a sample of tourists that have visited city of Split (N = 263), seen as a brand. The data collected with modified Brand Personality Scale displays unifactorial structure of the results, showing attributes beautiful, relaxed and cheerful as the most descriptive, and hard working, glamorous and western as the least descriptive of the personality of Split. Two-way ANOVA reveals significant main effects of destination personality and self-congruity and insignificant interaction for the dependent variable of recommendation. For the variable return, only main effect of destination personality appears to be significant.

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