BRAND PERSONALITY AND REVISIT INTENTION: THE MEDIATING ROLE OF TOURISTS’ SELF-IMAGE CONGRUITY

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.2.8

Duc Minh Nguyen, Thien Hai Nguyen, Kieu Oanh Nguyen, T. Pham, Thu Huong Nguyen

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引用次数: 2

Abstract

Purpose – Brand personality plays an important role in the development of tourists’ self-image congruence and revisit intention. This paper attempts to shed light on the relationship between brand personality and self-image congruence and revisit intention through a quantitative analysis. Design – Data were collected from 496 Vietnamese tourists who visited the top five tourist sites in Vietnam, including Ha Long, Phu Quoc, Sapa, Nha Trang, and Hoi An. Methodology – By using SEM in AMOS version 24 CFA was performed to test the the overall measurement model. Findings – Multivariate data analysis demonstrated that five dimensions of brand personalitỵ (Excitement, Sincerity, Sophistication, Competence, and Ruggedness) have a positive effect on self-image congruence and revisit intention. While excitement appears to be most helpful for developing self-image congruence, sincerity has the highest benefit for increasing revisit intention, sincerity has the highest utility for increasing revisit intention. In addition, revisit intention is most influenced by excitement and least influenced by sophistication through selfimage congruence. Originality of the research – The findings highlight the important role of attributes associated with tourist destinations. Managers in the tourism sector should be familiar with these characteristics in order to position or strengthen their destination’s brand with the aim of delivering to each tourist group a customized experience that resonate with their shared values. The insights provided by this paper also have important implications for travel companies in the gradual recovery of the country’s smoke-free industry under the conditions of the COVID -19 pandemic

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品牌个性与重游意向：游客自我形象一致性的中介作用

目的——品牌个性在游客自我形象一致性和重游意向的发展中起重要作用。本文试图通过定量分析来揭示品牌个性与自我形象一致性和重访意向之间的关系。设计-数据收集自496名越南游客，他们参观了越南五大旅游景点，包括下龙、富国、沙巴、芽庄和会安。方法-通过在AMOS版本24中使用SEM进行CFA测试，以测试整体测量模型。多变量数据分析表明，品牌个性的五个维度(兴奋、真诚、成熟、能力和坚固)对自我形象一致性和重访意愿有积极影响。虽然兴奋对自我形象一致性的发展最有帮助，但真诚对增加重访意愿的收益最高，真诚对增加重访意愿的效用最高。此外，通过自我形象一致性，兴奋对重访意向的影响最大，而成熟对重访意向的影响最小。研究的独创性-研究结果突出了旅游目的地相关属性的重要作用。旅游部门的管理者应该熟悉这些特征，以便定位或加强目的地的品牌，目的是向每个旅游群体提供与他们的共同价值观产生共鸣的定制体验。本文提供的见解对旅游公司在COVID -19大流行条件下逐步恢复该国无烟行业也具有重要意义

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.