Izvorni znanstveni članak
https://doi.org/10.5673/sip.53.3.2
Destination Personality and the Prediction of Tourists’ Behavioural Intentions: The Case of the City of Split
Jelena Matić
orcid.org/0000-0003-1101-3379
; Institut za društvena istraživanja u Zagrebu, Hrvatska
Denis Bratko
; Sveučilište u Zagrebu, Filozofski fakultet, Odsjek za psihologiju, Hrvatska
Sažetak
This paper focuses on two phenomena that are quite unusual, but relatively often present in
the literature about consumer behaviour and traditional brand management – brand personality
and self-congruity. Here they are examined within the framework of tourists’ behaviour
and destination management. Consequently, brand personality relates to the perception of
destination as if it were a person, i.e. the assessment of a set of human characteristics associated
with the destination. Self-congruity stands for the assessment of the congruence between
one’s personality and destination’s personality. Online research on the sample of young domestic
tourists of the city of Split (N = 263) examined the structure of the perceived destination
personality of Split, and explored the role that the perceived destination personality and
self-congruity have in predicting tourists’ behavioural intentions (recommendation and return).
The participants mostly perceived Split as beautiful, relaxed and cheerful, and the least
as hard-working, glamorous and western. Those participants who assessed the personality of
Split more positively and estimated their personality to correspond more to the personality
of Split, had greater tendency to recommend Split, in comparison to those participants who
did not see themselves to be similar to Split and assessed its personality more negatively. The
intention to return was only predicted by the perceived destination personality, with those
participants seeing the personality of Split more positively being more likely to visit again.
The discussion section includes some observations on the methodological shortcomings of
this and similar studies, as well as some guidelines for the forthcoming research and practice.
Ključne riječi
brand (destination) personality; city of Split; self-congruity; tourists’ behavioural intentions
Hrčak ID:
152202
URI
Datum izdavanja:
28.1.2016.
Posjeta: 2.760 *