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The aim of this research is to examine the mediating effects of self-congruity between destination brand personality, to revisit intention and heed the moderating effects of gender between self-congruity. Therefore, data were collected through a survey from 226 Chinese outbound tourists in Glasgow city, United Kingdom and was analysed to provide evidence.Based on the results, the analysis of partial least squares structural equation modelling (PLS-SEM) using the Smart PLS 3.0 program indicated that self-congruity was mediated partially through destination brand personality and revisit intention. In tourism destination, Aaker five dimension of brand personality model was particularly adapted into practice. However, the model failed to perform an actual self-congruity to mediate all five dimensions (i.e. sincerity, excitement, competence, excitement, sophistication and ruggedness) of destination brand personality and revisit intention. The results revealed that the ideal self-congruity is a mediating effect between destination brand personality (i.e. sincerity and excitement) and revisit intention.Moreover, this study also reported that the moderating role of gender has no effects on selfcongruity and revisit intention. No difference was observed between female and male Chinese tourists who rely more on destination brand personality over self-congruity when the impact of symbolic destination brand benefits on their intention to revisit Glasgow was considered.Findings further offer specific implications for both theoretical insight and marketing practice in context of tourism destinations in Glasgow.

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Wellness and spa tourism has recently become a marketing strategy to attract tourists. It plays an important role in hotel industry, resorts and tourist destinations. Wellness and spa services are being required by local and international tourists. The interrelationship among motivations, satisfaction, and revisit intentions remain largely unexplored. Therefore, the purpose of the study was to facilitate understanding of the relationship among these constructs. In addition, very few studies on exploring consumers’ needs for the spa and wellness have been conducted in Malaysian context.  Previous studies revealed that gaining deep insights into customer profiles and their desire for wellness and spa within this context needs to be taken into considerations, which encourages the development of wellness and spa tourism business. The findings of this study are believed to be advantageous to the wellness and spa service providers. More specifically, appropriate marketing strategies and tourist motivation will be paying  more attention and developed in future research.

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