Destination brand personality self-congruity and crime perceptions: Effects on travel intentions

Given limited research about the effects of identity-related and self-congruity constructs in destinations with insecurity issues, this study investigates tourists' travel intentions as predicted by two central constructs: destination brand personality self-congruity (DBPSC) and perceived risks derived from criminal activities at destinations. In order to better understand their respective role as incentive and deterrent factors, an integrated framework is proposed including other tourist- and destination-related variables in international trip decisions. Data collected in the United States is analyzed through partial least squares-structural equation modeling (PLS-SEM) to estimate behavioral intentions for two vacation resorts in Mexico. Findings reveal that DBPSC is anteceded by tourists' psychographics and involvement with travel, and the influence of DBPSC on visit intent is moderated by tourists' social-related motives. Tourists’ perceived risks, which are shaped by psychographics and violence word-of-mouth (WOM) about destinations, hinder visit intent but do not interfere with the effects of DBPSC. Theoretical implications and practical recommendations for destination stakeholders are provided.