The role of culture personality and self-congruity in the evaluation of cultures as destinations

Abstract

Purpose This study aims to determine cultures as personalities and investigates whether similarities or dissimilarities compared to the respondent’s own personality (actual self) are more attractive. The objectives are to identify the culture personality dimensions relevant for destination choice and to investigate the effect of congruity between perceived actual self and perceived culture personality on the evaluation of the examined cultures as ideal destinations. In this manner, numerous participants in the tourism industry may gain more specific insights into certain segments, while communication related to the specific culture can be targeted more efficiently. Design/methodology/approach A culture personality scale was developed by identifying the five relevant dimensions (three items in each). To measure actual self, the same 15 scale items were used. In the framework of the current research, 238 respondents evaluated the Turkish and French culture personality and their own personality. Findings Results show that for both cultures highly similar personality structures can be observed; incorporating dimensions such as competence, interpersonal approach, aura, life approach and rectitude. In relation to congruity theory, the authors found that the effect of the similarity between perceived culture personality and actual self is marginal. Instead, results show that the more positively culture personality is perceived relative to perceived actual self, the more positive the attitude respondents have towards cultures as destinations. Research limitations/implications The generalizability of the results is subject to some limitations due to the student sample. Originality/value Both the developed scale and the revealed effects contribute to the research field.

Developing an extended model of self-congruity to predict Chinese tourists' revisit intentions to New Zealand: the moderating role of gender

“…In most cases, travellers take time to determine whether a destination's personality suits their self-concept; some like to experience tourism products and services personally before evaluating their purchases. Although a plethora of studies (Usakli and Baloglu, 2011;Liu et al, 2012;Chen and Phou, 2013;Xie and Lee, 2013;Kumar, 2016;Chua et al, 2019;Gyulav ari and Malota, 2019;Yang et al, 2020a, b) have modelled the linkage among destination image, destination personality and self-congruity to predict revisit intention, an integrative model combining gender remains omitted from the tourism literature. Within tourism and hospitality research, gender has been identified as a critical determinant of such behaviour (Han et al, 2017;Jiang and Chen, 2019;Yang et al, 2020a, b;Rasoolimanesh et al, 2021) compared with other demographic variables.…”

“…Although a plethora of studies (Usakli and Baloglu, 2011; Liu et al. , 2012; Chen and Phou, 2013; Xie and Lee, 2013; Kumar, 2016; Chua et al , 2019; Gyulavári and Malota, 2019; Yang et al. , 2020a, b) have modelled the linkage among destination image, destination personality and self-congruity to predict revisit intention, an integrative model combining gender remains omitted from the tourism literature.…”

Idősek városképe – egy városmárka-asszociációs kutatás korcsoportspecifikus eredményei

“…A háromféle megközelítés nem különíthető el szigorúan egymástól: a vállalatok megtelepedése lakosságot vonz(hat), míg a turisztikai látnivalók nem csak a turisták élményeit gazdagítják; a turisták ugyanakkor a lakosság mindennapjaira is pozitív vagy negatív hatással vannak, például a megnövekedett forgalom révén (Hanna, Rowley 2015;Insch 2011;. A város desztinációként történő értékelésére erősen hathat a desztináció személyiségének megítélése -az az, hogy milyen személyiségjegyek társíthatóak egy desztinációhoz (Gyulavári, Malota 2019). Városok esetében így izgalmas kérdés, hogy azok személyisége mennyire egyezik az adott személy saját magáról alkotott képével.…”