The Effect of Destination Personality and Self Congruence on Tourists’ Behavioral Intentions

While the characteristics of human personality are shaped by the physical structure, behavior, beliefs and demographic characteristics of the person, the characteristics of brand personality are shaped by direct or indirect contact of the consumer with the brand. The personality associated with the brand is the result of attributing human characteristics to the brand through these contacts. Characteristics of image are defined as “the set of human characteristics associated with a brand” and if these characteristics are associated with a brand, brand personality is formed. Based on this definition, destination personality defined as “the set of human characteristics associated with a destination”. In this study firstly Konya’s destination personality is identified. Has been formed by Aaker (1997) and used first time by Ekinci and Hosany (2006) to identify a personality of destination, Brand Personality Scale is used to identify the personality of Konya. Secondly, the effect of destination personality on tourists’ behavioral intentions is determined. Finally, the effect of self congruence on tourists’ behavioral intentions is determined.The aim of this study is to determine the destination personality of Konya, the effect of destination personality and self congruence on tourists’ behavioral intentions. This study was completed in 2017. Tourists who visited Konya destination have been taken as the sample for the study. In this study, survey method has been prefered as data collection tool. 422 quetionnares have been gathered and 385 of them are valid for analyze. As a result of the study, Konya’s destination personality has been explained with “excitement, sincerity and competence” dimensions. “Sincerity” which is a destination personality factors has the most influence level on getting favourable impression and recommend intention. The factor has the most influence level on revisit intention is “competence”. While “ideal-social self congruence” has the most influence level on revisit intention, “ideal self congruence” has the most influence level on getting favourable impression and recommend intention. When the results are examined, Konya has a unique destination personality. Considering the positive effect of the destination personality on the behavioral intentions of the tourists, it is considered that Konya should maintain this determined personality.