The effect of destination brand involvement and destination brand personality on tourists’ self-congruity and destination brand attachment

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Bakhshizadeh Borj Kobra; SOLEYMANZADEH OMID; JAFARI FATEMEH

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Journal: TOURISM AND DEVELOPMENT Year:2020 | Volume:9 | Issue:3 Page(s): 207-218

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Information Journal Paper

Title

The effect of destination brand involvement and destination brand personality on tourists’ self-congruity and destination brand attachment

Author(s)

Bakhshizadeh Borj Kobra | SOLEYMANZADEH OMID | JAFARI FATEMEH | Issue Writer Certificate

Keywords

Destination brand involvementQ1

Destination brand personalityQ1

Self-congruencyQ1

Destination brand attachmentQ1

Abstract

The purpose of this study was to investigate the effect of Destination brand involvement and Destination brand personality on tourist’ s self-Congruity and Destination brand attachment in Isfahan. This research is applied, descriptive and of a survey type. The field method was used to collect data using a questionnaire. The statistical population of this study is all Iranian tourists who selected Isfahan as tourism destinations in the summer of 1397. Sampling method is available in this research. The structural equations modeling sampling formula (5q≤ n≤ 15q) has been used to determine sample size, and finally 384 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling using Smart PLS 2. 0 software has been used. The findings of this research show that of Destination brand involvement affects Destination brand personality. Destination brand personality has an effect on actual self-congruence and ideal self-congruence. Also, Destination brand personality effects Destination brand attachment. Ultimately, actual self-congruence and ideal self-congruence effects on Destination brand attachment. It is suggested that the results of this research can be used to city branding of Isfahan and to create a common mentality among tourists taking into account the tourist attractions of this city.

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APA: Copy

Bakhshizadeh Borj, Kobra, SOLEYMANZADEH, OMID, & JAFARI, FATEMEH. (2020). The effect of destination brand involvement and destination brand personality on tourists’ self-congruity and destination brand attachment. TOURISM AND DEVELOPMENT, 9(3 ), 207-218. SID. https://sid.ir/paper/370140/en

Vancouver: Copy

Bakhshizadeh Borj Kobra, SOLEYMANZADEH OMID, JAFARI FATEMEH. The effect of destination brand involvement and destination brand personality on tourists’ self-congruity and destination brand attachment. TOURISM AND DEVELOPMENT[Internet]. 2020;9(3 ):207-218. Available from: https://sid.ir/paper/370140/en

IEEE: Copy

Kobra Bakhshizadeh Borj, OMID SOLEYMANZADEH, and FATEMEH JAFARI, “The effect of destination brand involvement and destination brand personality on tourists’ self-congruity and destination brand attachment,” TOURISM AND DEVELOPMENT, vol. 9, no. 3 , pp. 207–218, 2020, [Online]. Available: https://sid.ir/paper/370140/en

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