Exploring the Roles of Destination Brand Personality, Self-Congruity, Satisfaction, and Loyalty in a Cross-Cultural Context
DOI:
https://doi.org/10.18089/tms.20260305Keywords:
Destination Brand Personality, Self-Congruity, Destination Satisfaction, Destination Loyalty, Cultural Differences, TourismAbstract
This study examines the relationships between Asian and European tourists' perceptions of destination brand personality and self-congruity in the Side destination. The research was conducted in July-August 2024, with data collected through face-to-face interviews with foreign visitors. SPSS package program and PLS-SEM were preferred to analyse the data, and the effects of destination brand personality elements of sincerity and ruggedness on self-congruity were examined in detail. The results show that an increase in tourists' self-congruity significantly increases their satisfaction and loyalty towards the destination. Furthermore, cultural differences have been found to play a moderating role in the relationships between self-congruity and satisfaction, as well as satisfaction and loyalty. As a consequence, it has been emphasised that creating a brand personality and enhancing self-congruity have a significant effect on tourists' satisfaction and loyalty, which can be critical elements for ensuring sustainable success in a competitive tourism market. These findings suggest that destination managers should shape their marketing strategies by taking cultural differences into account.
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