Self-congruity, Destination Brand, and the Use of Social Media

Abstract

The present research examines the connection of self-congruity and destination brand with tourists' use of social media. The study focuses on US tourists who visit Colombia (South America). Structural equation modeling (SEM) was used to examine these relationships. The results show that self-congruity positively influences the perception of the destination brand and the positive content created in social media about the destination. The conclusions of this article present the managerial implications of the findings.