Abstract
The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist’s behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed, and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and that the perceived destination personality of Las Vegas is five dimensional: vibrancy, sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on tourists’ intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism destinations, indicating that both actual congruity and ideal congruity have a positive impact on behavioral intentions. The study concludes that self-congruity is a partial mediator on the relationship between destination personality and tourist’s behavioral intentions. The practical and theoretical implications are discussed within the contexts of destination branding and the self-congruity theory.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
