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Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination

Year 2016, Volume: 6 Issue: 1, 1 - 16, 30.06.2016

Edina Ajanovıc Beykan Çizel

Abstract

Although in branding strategies the concept of brand personality is very popular with the aim of differentiating between similar consumer goods on the market, the characteristics of this concept remain insufficiently explored and in particular, as applied to tourism destinations. Marketers and researchers should also perceive tourists as individuals (not only as segments or groups), each with his/her selfopinion and self-perception which can define and affect his/her future behaviour and actions. Introducing the concept of self-congruity theory and its match with destination brand personality can be useful in predicting tourist behaviour. In this paper the researcher applied different method to examine the perceived brand personality of an unknown destination and its relation to the self-concept and intention to visit that destination. The hypothesis that claims there is a relationship between destination brand personality, self-congruity and the tourists’ intention to visit a certain destination was tested and supported after the analysis of the data obtained during the survey. The study results provide useful implications for destination marketers as to how should they evaluate and test destination branding and marketing efforts.s.

Keywords

Destination Brand Personality Self-Congruity Theory Intention to Visit a Destination

References

  • Aaker J. L. (1995). Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanism. (Unpublished Doctoral Dissertation). Stanford University, Stanford, CA 1995.
  • Aaker J. L. (1997). “Dimensions of Brand Personality”. Journal of Marketing Research, 34 (1997) 347-356.
  • Baron R. M. & Kenny D. A. (1986). “The Moderator – Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”. Journal of Personality and Social Psychology 51/6 (1986) 1173-1182.
  • Belk R.W. (1988). “Possesions and the Extended Self”. Journal of the Consumer Research 2 (1988) 139-168.
  • Chen C. F. & Tsai D. (2007). “How Destination Image and Evaluative Factors Affect Behavioural Intentions?”. Tourism Management 28 (2007) 1115-1122.
  • Ekinci Y. & Hosany S. (2006). “Destination Personality: An Application of Brand Personality to Tourism Destinations”. Journal of Travel Research. 45 (2006) 127-139.
  • Ekinci Y., Sirakaya-Turk E. & Baloglu S. (2007). “Host Image and Destination Personality”. Tourism Analysis 12 (2007) 433-446.
  • Hair Jr. J. F, Anderson R. E, Tatham R. L. & Black W. C. (1998). Multivariate Data Analysis. New Jersey 1998.
  • Helgeson J. G. & Suphellen M. (2004). “A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality”. International Journal of Market Research 46 /2 (2004) 205-233.
  • Hosany S., Ekinci Y. & Uysal M. (2006). “Destination Image and Destination Personality: An Application of Branding Theories to Tourism Places”. Journal of Business Research 59 (2006) 638-642.
  • Keller K. L. (1993). “Conceptualising, Measuring and Managing Customer-Based Brand Equity”. Journal of Marketing 57 (1993) 1-22.
  • Kleine R.E., Kleine S. S. & Kernan J. B. (1993). “Mundane Consumption and the Self: Social-Identity Perspective”. Journal of Consumer Psychology 2/3 (1993) 209-235.
  • Levy S. J. (1955).”Symbols for Sales”. Harvard Business Review 37/4 (1955) 117-124.
  • Malhotra N. K. (1988). “Self-Concept and Product Choice: An Integrated Perspective”. Journal of Economic Psychology 9 (1988) 1-28.
  • Nicoletta R. & Servidio R. (2012). “Tourists’ Opinion and Their Selection of Tourism Destination Images: An Affective and Motivational Evaluation”. Tourism Management Perspectives 4 (2012) 19-27.
  • Park B. (1986). “A Method for Studying the Development of Impressions of Real People”. Journal of Personality and Social Psychology 51 (1986) 907-917.
  • Plummer J. T. (1985). “How Personality Makes a Difference”. Journal of Advertising Research 24/6 (1985) 27-31.
  • Rosenberg M. (1979). Conceiving the Self. New York, Basic Books 1979.
  • Siry M. J. (1982). “Self-Concept in Consumer Behaviour: A Critical Review”. Journal of Consumer Research 9 (1982) 287-300.
  • Sirgy M. J., Grewal D. Mangleburg T. F., Park J., Chon K. & Claiborne C. B. (1997). “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence”. Journal of the Academy of Marketing Science 25/3 (1997) 229-241.
  • Sirgy M. J. & Su C. (2000). “Destination Image, Self-Congruity, and Travel Behaviour: Toward an Integrative Model”. Journal of Travel Research 38 (2000) 340-352.
  • Tasci, A. D. A. & Kozak M. (2006). Destination Brands vs Destination Images: Do We Know What We Mean? Journal of Vacation Marketing J2/4 (2006) 299-317.
  • Usakli A. & Baloglu S. (2011) “Brand Personality of Tourist Destinations: An Application of Self-Congruity Theory”. Tourism Management 32 (2011)114-127.
  • Yüksel A. & Akgül O. (2007). “Postcards as Affective Image Makers: An Idle Agent in Destination Marketing”. Tourism Management 28 (2007) 714-725.
  • Zikmund W.G. (20037). Business Research Methods. Mason, OH 2003.

Destinasyon Marka Kişiliği, Öz uyum Teorisi ve Destinasyonu Ziyaret Niyeti

Year 2016, Volume: 6 Issue: 1, 1 - 16, 30.06.2016

Edina Ajanovıc Beykan Çizel

Abstract

Pazardaki tüketici ürünlerini farklılaştırmak amacı ile marka kişiliği markalama stratejilerinde oldukça popüler olmasına rağmen, bu kavram özellikleri turizm destinasyonları üzerinde yeterince araştırılmamıştır. Stratejilerin ve aktivitelerin planlaması yapılırken pazarlamacılar ve araştırmacılar çoğu zaman turistleri bir grup veya kesim olarak görmektedirler; fakat turistler kendilerine ait düşünceleri ve algıları olan bireyler olarak da görülmelidir. Çünkü bu öz-algı kavramı onların gelecekteki davranışı belirleyebilir. Bu nedenle öz-uyum teorisinin kavramlarını tanıtmak ve destinasyon kişiliği kavramıyla birleştirerek turist davranışı tahmin etmek mümkündür. Bu çalışmada, araştırmacılar bilinmeyen bir destinasyonun algılanan marka kişiliği, benlik kavramı ve bu destinasyonu ziyaret etme niyeti ile olan ilişkisini incelemek için farklı bir yöntem uygulamışlardır. Araştırmada katılımcılara bilinmeyen bir turist destinasyonun tanıtım videosu izletilmiş ve katılımcıların bu destinasyonu ziyaret etme niyeti ölçülmüştür. Araştırma sürecinde toplanan verilerin analizi ile destinasyon marka kişiliği, öz-uyum ve destinasyonu ziyaret etme niyeti arasında ilişkilere yönelik hipotezler test edilmiştir. Çalışma sonuçları turizm pazarlamacılarına, destinasyon markalama ve pazarlama faaliyetlerinin değerlendirilmesine yönelik faydalar sağlayacaktır.

Keywords

Destinasyon Marka Kişiliği Öz-Uyum Teorisi Destinasyonu Ziyaret Etme Niyeti Görüntülü Tanıtım Araçları

References

  • Aaker J. L. (1995). Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanism. (Unpublished Doctoral Dissertation). Stanford University, Stanford, CA 1995.
  • Aaker J. L. (1997). “Dimensions of Brand Personality”. Journal of Marketing Research, 34 (1997) 347-356.
  • Baron R. M. & Kenny D. A. (1986). “The Moderator – Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”. Journal of Personality and Social Psychology 51/6 (1986) 1173-1182.
  • Belk R.W. (1988). “Possesions and the Extended Self”. Journal of the Consumer Research 2 (1988) 139-168.
  • Chen C. F. & Tsai D. (2007). “How Destination Image and Evaluative Factors Affect Behavioural Intentions?”. Tourism Management 28 (2007) 1115-1122.
  • Ekinci Y. & Hosany S. (2006). “Destination Personality: An Application of Brand Personality to Tourism Destinations”. Journal of Travel Research. 45 (2006) 127-139.
  • Ekinci Y., Sirakaya-Turk E. & Baloglu S. (2007). “Host Image and Destination Personality”. Tourism Analysis 12 (2007) 433-446.
  • Hair Jr. J. F, Anderson R. E, Tatham R. L. & Black W. C. (1998). Multivariate Data Analysis. New Jersey 1998.
  • Helgeson J. G. & Suphellen M. (2004). “A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality”. International Journal of Market Research 46 /2 (2004) 205-233.
  • Hosany S., Ekinci Y. & Uysal M. (2006). “Destination Image and Destination Personality: An Application of Branding Theories to Tourism Places”. Journal of Business Research 59 (2006) 638-642.
  • Keller K. L. (1993). “Conceptualising, Measuring and Managing Customer-Based Brand Equity”. Journal of Marketing 57 (1993) 1-22.
  • Kleine R.E., Kleine S. S. & Kernan J. B. (1993). “Mundane Consumption and the Self: Social-Identity Perspective”. Journal of Consumer Psychology 2/3 (1993) 209-235.
  • Levy S. J. (1955).”Symbols for Sales”. Harvard Business Review 37/4 (1955) 117-124.
  • Malhotra N. K. (1988). “Self-Concept and Product Choice: An Integrated Perspective”. Journal of Economic Psychology 9 (1988) 1-28.
  • Nicoletta R. & Servidio R. (2012). “Tourists’ Opinion and Their Selection of Tourism Destination Images: An Affective and Motivational Evaluation”. Tourism Management Perspectives 4 (2012) 19-27.
  • Park B. (1986). “A Method for Studying the Development of Impressions of Real People”. Journal of Personality and Social Psychology 51 (1986) 907-917.
  • Plummer J. T. (1985). “How Personality Makes a Difference”. Journal of Advertising Research 24/6 (1985) 27-31.
  • Rosenberg M. (1979). Conceiving the Self. New York, Basic Books 1979.
  • Siry M. J. (1982). “Self-Concept in Consumer Behaviour: A Critical Review”. Journal of Consumer Research 9 (1982) 287-300.
  • Sirgy M. J., Grewal D. Mangleburg T. F., Park J., Chon K. & Claiborne C. B. (1997). “Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence”. Journal of the Academy of Marketing Science 25/3 (1997) 229-241.
  • Sirgy M. J. & Su C. (2000). “Destination Image, Self-Congruity, and Travel Behaviour: Toward an Integrative Model”. Journal of Travel Research 38 (2000) 340-352.
  • Tasci, A. D. A. & Kozak M. (2006). Destination Brands vs Destination Images: Do We Know What We Mean? Journal of Vacation Marketing J2/4 (2006) 299-317.
  • Usakli A. & Baloglu S. (2011) “Brand Personality of Tourist Destinations: An Application of Self-Congruity Theory”. Tourism Management 32 (2011)114-127.
  • Yüksel A. & Akgül O. (2007). “Postcards as Affective Image Makers: An Idle Agent in Destination Marketing”. Tourism Management 28 (2007) 714-725.
  • Zikmund W.G. (20037). Business Research Methods. Mason, OH 2003.
There are 25 citations in total.

Details

Primary Language English
Subjects Tourism Economics, Recreation, Leisure and Tourism Geography, Tourism Sociology
Journal Section Araştırma Makaleleri
Authors

Edina Ajanovıc

Beykan Çizel

Publication Date June 30, 2016
Published in Issue Year 2016 Volume: 6 Issue: 1

Cite

APA Ajanovıc, E., & Çizel, B. (2016). Destination Brand Personality, Self-Congruity Theory and the Intention to Visit a Destination. Akdeniz İnsani Bilimler Dergisi, 6(1), 1-16.
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Akdeniz İnsani Bilimler Dergisi
Akdeniz Üniversitesi, Edebiyat Fakültesi
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mjh@akdeniz.edu.tr