| Abstract [eng] |
The relationship between destination brand personality, self-congruity and tourist behavior is analyzed in the Master‘s Thesis. This theme is important because not only commodities and services but also destinations, which have the attraction of the necessary resources for them to function – successful business, investments, tourists and visitors – are being prompted to compete with each other regarding the growth of competition. Destination brand personality has become a popular and powerful instrument in seeking to stand out and to attract tourists. The personality of destination brands helps to create exclusive brands of destinations as well as to understand how tourists comprehend its concept. In this way, a unique identity of a destination is conveyed. To study the personality of a brand and its adaptation to the destination brand is a quite new area of scientific research. Tourists are tend to choose brands or destination brand personalities which features coincide with their character. The aim of the work is to theoretically ground and empirically examine the relationship between destination brand personality, self–congruity and a tourist’s behavior. In order to achieve the aim of the work, the following tasks were set: to argue how relevant and important the researches of the relationship between destination brand personality, self–congruity and a tourist’s behavior are; to analyze the conceptual essence of destination brand personality and to identify its dimensions and features; to explain the theories of self–congruity; to identify the relationship between destination brand personality, self–congruity and a tourist’s behavioral intentions; to prepare the model of relationship between destination brand personality, self–congruity and a tourist’s behavioral intentions; to perform empirical research of relationship between destination brand personality, self–congruity and a tourist’s behavioral intentions and to summarize their results. The paper consists of an introduction, three main parts and the conlusions. In the first part of problematical analysis the literature review of existing body is performed and the empiricallal research are analyzed. The further directions of the research of the relationship between destination brand personality, self-congruoty and tourist behavioral intentions are presented. In the second part of theoretical decisions the relationship between destination brand personality, self-congruity and and tourist behavioral intentions are analyzed: to recommend and to visit. Analyzing the scholars‘ works, the need to research the relationship between destination brand personality, between these types of self–congruity: actual self-congruity, ideal self-congruity, social self-congruity and ideal-social self conguity and tourist behavioral intentions has emerged: to recommend and to visit the destination again. Consequently, a hypothetical model is introduced in this part. In the third part the empirical research and its results are presented. The hypothetical model of the relationship between destination brand personality, self-congruity and tourist behavioral intentions is examined. The possibilities of applying the hypothetical model are presented. At the end of the thesis the conclusions and the recommendations of the thesis are presented. Methods of work: the analysis of scholar articles, the comparative analysis, systemic analysis, summative, descriptive, factorial and correlation analysis of the research data. |
