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Abstract

Tourism literature has explored some critical concepts such as motivation, image, expectations and the like. However, such constructs as self-concept, destination personality, and self- congruence, have received little attention. This paper makes an effort to address these concepts by proposing and empirically testing a theoretical model that attempts to investigate the structural relationships between destination personality (DP), self-concept (SC), congruence between self-concept and destination personality (SC-DP congruence) and tourist behavior. The findings suggest significant influences of these concepts on tourist behavior. An understanding of what influences tourist behavior can aid in designing and implementing appropriate marketing programs.

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An Examination of Effects of Self-Concept (SC), Destination Personality (DP), and SC-DP Congruence on Tourist Behavior

Tourism literature has explored some critical concepts such as motivation, image, expectations and the like. However, such constructs as self-concept, destination personality, and self- congruence, have received little attention. This paper makes an effort to address these concepts by proposing and empirically testing a theoretical model that attempts to investigate the structural relationships between destination personality (DP), self-concept (SC), congruence between self-concept and destination personality (SC-DP congruence) and tourist behavior. The findings suggest significant influences of these concepts on tourist behavior. An understanding of what influences tourist behavior can aid in designing and implementing appropriate marketing programs.