The effect of place personality on resident welcoming tourist through self-congruity and place attachment

Abstract

Abstract Purpose The aim of this model is to determine the residents’ welcoming attitudes towards tourists through place personality, place attachment and self-congruity amidst Covid-19 Pandemic. Design/methodology/approach A series of Exploratory Factor Analysis (EFA) was applied to the variables. Then, First Level Confirmatory Factor Analysis (CFA) was performed, and the reliability and validity of the variables were evaluated. Following CFA, Structural Equation Modeling was performed with the remaining variables Findings Results show that the sincerity (21%) and excitement (32%) affect the residents’ welcoming attitude through self-congruity and place attachment; and the competence (21%) directly affects the welcoming attitude. While place attachment (11%) directly affects the welcoming attitudes, self-congruity (53%) indirectly affects the welcoming attitudes. Also, self- congruity affects the welcoming attitude through place attachment. Another significant result is the strong effect (45%) of self-congruity on place attachment. Originality/value Some studies revealed locals adopted a negative attitude towards tourists during the pandemic while others indicated locals adopted positive attitudes towards tourists. Within this context this study, as addressing this controversial issue contribute to the development of more sustainable plans and policies by destination management organizations.