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


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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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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.

Item Type: Diploma Thesis
Uncontrolled Keywords: psychology of tourism, brand (destination) personality, self-congruity, tourists' behavioral intentions
Subjects: Psychology > Psihologija ličnosti
Psychology > Psihologija potrošnje
Departments: Department of Psychology
Supervisor: Bratko, Denis
Date Deposited: 13 Apr 2012 08:09
Last Modified: 09 Jul 2014 23:20

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