Tourism Management 32 (2011) 114e127

Contents lists available at ScienceDirect

Tourism Management
journal homepage: www.elsevier.com/locate/tourman

Brand personality of tourist destinations: An application of self-congruity theory

Ahmet Usakli a, *, Seyhmus Baloglu b,1
a
Department of Tourism Management, Faculty of Tourism, Nevsehir University, 2000 Evler Mah., Zubeyde Hanim Cad., 50300 Nevsehir, Turkey
b
Department of Tourism and Convention Administration, William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, 4505 Maryland Parkway, Box 456023,
Las Vegas, NV 89154-6023, United States

a r t i c l e i n f o a b s t r a c t

Article history: The purpose of this research was to investigate the perceived destination personality of Las Vegas and to
Received 6 March 2010 examine the relationships among destination personality, self-congruity, and tourist’s behavioral
Accepted 8 June 2010 intentions. A convenience sample of 382 visitors to Las Vegas was surveyed, and 368 usable question-
naires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics
Keywords: to destinations and that the perceived destination personality of Las Vegas is five dimensional: vibrancy,
Destination branding
sophistication, competence, contemporary, and sincerity. These dimensions have a positive influence on
Brand personality
tourists’ intention to return and intention to recommend. The study also supports the self-congruity
Destination personality
Self-congruity theory
theory within the context of tourism destinations, indicating that both actual congruity and ideal
Las Vegas congruity have a positive impact on behavioral intentions. The study concludes that self-congruity is
a partial mediator on the relationship between destination personality and tourist’s behavioral inten-
tions. The practical and theoretical implications are discussed within the contexts of destination
branding and the self-congruity theory.
Ó 2010 Elsevier Ltd. All rights reserved.

1. Introduction companies/organizations are engaged in a battle of not only

products or services but also perceptions in the consumer mind.
In today’s highly competitive market, consumers are not only Destination marketing organizations (DMOs) are also involved in
surrounded by numerous brands but are also exposed to many this constant battle to attract travelers because destinations are
different marketing practices that are developed to differentiate becoming highly substitutable due to the growing global compe-
these brands from their competitors. The concept of branding has tition (Pike & Ryan, 2004).
been extensively applied to products and services in the generic Destination branding has become a popular and powerful
marketing field (Blain, Levy, & Ritchie, 2005), nevertheless brands marketing tool because of increasing competition, product simi-
are also found in many categories of tourism products and permeate larity, and substitutability in tourism markets. Many destinations
almost all facets of tourism activities (Cai, 2002; Gnoth, Baloglu, still promote the similar attributes such as beautiful scenery, golden
Ekinci, & Sirakaya-Turk, 2007). A tourism destination can also be beaches, blue seas, or friendly places in their advertisements
seen as a product or perceived as a brand since it consists of a bundle (Ekinci et al., 2007; Murphy, Benckendorff, & Moscardo, 2007a).
of tangible and intangible attributes (Ekinci & Hosany, 2006; Ekinci, However, travelers can find many destinations with beautiful
Sirakaya-Turk, & Baloglu, 2007; Hosany, Ekinci, & Uysal, 2007). scenery, blue seas or golden beaches to travel. The use of such
Although the idea of branding tourism destinations is relatively attributes in destination marketing no longer helps differentiate
new (Blain et al., 2005; Cai, 2002; Gnoth, 1998), many destinations destinations from their competitors. Positioning destinations based
around the world have been trying to adopt branding strategies on their functional attributes makes them easily substitutable.
similar to those used by Coca Cola, Nike, and Sony, in an attempt to Therefore, Ekinci and Hosany (2006) suggest that destination
differentiate their identities and to emphasize the uniqueness of personality can be used as a viable metaphor for building desti-
their products (Morgan, Pritchard, & Pride, 2004). In today’s world, nation brands, understanding visitors’ perceptions of destinations,
and crafting a unique identity for tourism places. Thus, DMOs
should focus on developing marketing campaigns emphasizing the
* Corresponding author. Tel.: þ90 384 228 1130; fax: þ90 384 215 2006. distinctive personality of their destinations.
E-mail addresses: [email protected] (A. Usakli), seyhmus.baloglu@
Furthermore, according to the self-congruity theory, there
unlv.edu (S. Baloglu).
1
Tel.: þ1 702 895 3932; fax: þ1 702 895 4870. should be congruence between destination personality and visitors’

0261-5177/$ e see front matter Ó 2010 Elsevier Ltd. All rights reserved.
doi:10.1016/j.tourman.2010.06.006
 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127 115

self-concept. Aaker (1995) mentions that the basic notion of the Personality Scale (BPS), based on a representative sample and
self-congruity theory is the drive in consumers to prefer brands a comprehensive list of personality traits. Aaker (1997) developed
with personalities that are congruent with their own personality. her scale on the basis of three sources: personality scales from
Applying the basic notion of the self-congruity theory within the psychology, personality scales used by marketers, and original
context of tourism destinations, it can be proposed that the greater qualitative research of personality traits associated with a number
the match between the destination personality and the visitor’s of well-known brands. Thus, Aaker (1997) not only developed a 42-
self-concept, the more likely it is that the visitor will have a favor- item BPS, but also developed a theoretical brand personality
able attitude toward that destination (Sirgy & Su, 2000). This atti- framework that consists of five personality dimensions: sincerity,
tude might result in a visit or word of mouth. Thus, understanding excitement, competence, sophistication, and ruggedness. These
the congruity between destination personality and visitor’s self- dimensions are derived from 15 personality facets of popular
concept is important to gain insight into the complex nature of brands. Aaker (1997) suggests that five dimensions of BPS are
travel behavior. generic and can be used across product categories. However, she
states that the BPS may not be a perfect fit across cultures. There-
2. Objectives of the study fore, she has called for further research to determine the extent to
which personality dimensions are stable across cultures. Since
Several researchers have studied the congruence between then, literature and research on brand personality have flourished
consumer self-concept and product/brand image to predict (Azoulay & Kapferer, 2003), and many researchers applied the
consumer behavior variables, such as product/brand attitude, brand personality framework to various product groups and across
intention, behavior, and loyalty (Sirgy, 1982, 1985a; Sirgy, Johar, different cultures.
Samli, & Claiborne, 1991). However, previous studies almost Although it has been widely adopted by researchers, Aaker’s
exclusively focused on the match between consumer self-concept (1997) BPS received some critics as well. Azoulay and Kapferer
and product/brand image. Although Aaker (1999) found another (2003) argue that the BPS does not in fact measure brand person-
self-congruity effect with reference to brand personality, there has ality, but merge a number of dimensions of brand identity,
been sparse investigation on the congruence between consumer personality being only one of them. According to Azoulay and
self-concept and brand personality (e.g., Aaker, 1999; Azevedo & Kapferer (2003), this is because of Aaker’s (1997) loose definition
Pessoa, 2005; Helgeson & Suphellen, 2004). of brand personality, and thus a stricter definition is needed.
The purpose of this study is to investigate the perceived desti- Another criticism relates to the generalizability of the BPS. In their
nation personality of Las Vegas and to empirically examine the study of re-examining the generalizability of the BPS, Austin,
relationships among destination personality, self-congruity, and Siguaw, and Mattila (2003) found that Aaker’s (1997) brand
tourist’s behavioral intentions (return intention and recommen- personality framework does not generalize to individual brands
dation). First, the perceived destination personality of Las Vegas within one product category. Austin et al. (2003) explains this issue
and its underlying dimensions are investigated. Second, the study with the argument that Aaker (1997) tested the reliability and
examines the effects of the destination personality on tourist’s validity of her scale by aggregating data across diverse product
behavior in terms of intention to return and intention to recom- categories, rather than measuring the personality of individual
mend. Third, the effects of self-congruity on the behavioral inten- brands or aggregating data within a specific product category.
tions are examined. Finally, the relationship between destination Despite its criticisms, Aaker’s (1997) BPS is still the most stable,
personality, self-congruity, and behavioral intentions is examined reliable and comprehensive scale developed for measuring brand
to assess the mediating role of self-congruity between destination personality (Ekinci & Hosany, 2006).
personality and behavioral intentions and to identify any indirect
effects of the destination personality on behavioral intentions 3.2. Destination personality: the application of brand personality to
through self-congruity. tourism destinations

3. Literature review Destination personality refers to brand personality in the

context of tourism literature. Ekinci and Hosany (2006) define
3.1. Brand personality destination personality as “the set of personality traits associated
with a destination” (p. 127), adapting Aaker’s (1997) brand
Brand personality can be defined as “the set of human charac- personality terminology. Although product/brand personality
teristics associated with a brand” (Aaker, 1997, p. 347). Although research in the consumer goods domain began in the early 1960s
brands are inanimate objects, consumers often view them as (Ekinci & Hosany, 2006), the investigation and application of brand
having human characteristics (Aaker, 1997, 1999; Plummer, 1985). personality to tourism destinations are relatively new (Ekinci &
These characteristics could be traits such as youthful, outdoorsy, Hosany, 2006; Gnoth et al., 2007; Hosany, Ekinci, & Uysal, 2006;
sporty, energetic, or sophisticated. For instance, one may use the Hosany et al., 2007; Pitt, Opoku, Hultman, Abratt, &
following words to describe some popular brands: “cool” for the Spyropoulou, 2007; Tasci & Kozak, 2006). A well-established
soft drink Coca Cola, whereas “young” for Pepsi (Aaker, 1997), brand personality facilitates differentiation of a brand from that of
“masculine” for Marlboro cigarettes (Ekinci & Hosany, 2006), its competitors (Aaker, 1996), enhances the brand equity (Keller,
“sophisticated” for a BMW car (Phau & Lau, 2000), and “unique” in 1993), increases brand preference and usage (Aaker, 1999;
the case of Dr. Pepper (Plummer, 1985). Understanding brand Malhotra, 1988; Sirgy, 1982), and develops strong emotional ties
personality is important because consumers select brands with between consumers and brands, thereby resulting in greater trust
personalities that are acceptable to them (Aaker, 1999). Many and loyalty (Fournier, 1998). Similarly, a distinctive and attractive
researchers have attempted to understand brand personality, but destination personality can effectively leverage the perceived
research on brand personality has remained limited due to the lack image of a destination, and thereby, influence tourist choice
of both a conceptual framework and a reliable, valid, and general- behavior (Ekinci & Hosany, 2006).
izable scale to measure brand personality (Aaker, 1997). Accord- Although brand personality has been acknowledged as an
ingly, Aaker (1997) has developed a valid, reliable, and important component of branding, very few academics and prac-
generalizable scale to measure brand personality, called The Brand titioners have attempted to identify the salient personality
116 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

characteristics of tourism destinations. For example, the Western According to Sirgy et al. (1997), the degree of consistency between
Australian Tourism Commission created Brand Western Australia in consumer’s self-concept and that of brand is referred to as self-
the late 1990s and positioned Western Australia as a premier image/product image congruity, self-image congruence, or self-
nature-based tourism destination. The core personality elements of congruity for short. The self-congruity theory proposes that
Brand Western Australia emphasized the qualities “fresh”, consumer behavior is determined, in part, by a cognitive matching
“natural”, “free”, and “spirited” (Crockett & Wood, 2004). between value-expressive attributes of a product or brand and
Henderson (2000) surveyed a sample of both local residents and consumer self-concept (Sirgy et al., 1991).
international tourists in Singapore and found that the brand Because self-concept has been treated as a multidimensional
personality of New AsiaeSingapore Brand comprised characteris- construct reflecting four major types of self-concept, self-congruity
tics such as “cosmopolitan”, “youthful”, “vibrant”, “modern Asia”, in turn, has been treated multidimensionally. Four major types of
“reliable”, and “comfortable”. Santos (2004) conducted a framing self-congruity are defined in literature: actual self-congruity, ideal
analysis of the travel sections in select US newspapers (New York self-congruity, social self-congruity, and ideal social self-congruity
Times, Washington Post, Los Angeles Times, and USA Today) (Sirgy, 1982). The congruity between the actual self-concept and
regarding featured articles, between 1996 and 2002, about tourism the product/brand image has been referred to as actual self-
in Portugal. Santos (2004) found that Portugal was represented in congruity, between the ideal self-concept and product/brand
US newspapers’ travel sections with personality traits such as imagedas ideal self-congruity, between the social self-concept and
“traditional”, “contemporary”, “modern”, and “sophisticated”. product/brand imagedas social self-congruity, and between the
Ekinci and Hosany (2006) are the first to examine the applica- ideal social self-concept and the product/brand imagedas ideal
bility and validity of Aaker’s (1997) brand personality framework in social self-congruity (Sirgy, 1985b).
the context of tourism destinations. The authors found that tourists
ascribe personality characteristics to destinations, and hence, the
4. Proposed model
concept of BPS can be applied to tourism destinations. They
concluded that destination personality consists of three salient
Fig. 1 outlines the model hypothesized in this research. It has
dimensions, rather than the original five dimensions: sincerity,
been argued that a distinctive brand personality has positive effects
excitement, and conviviality. Sincerity and excitement were found to
on brand attitudes (Helgeson & Suphellen, 2004). More specifically,
be the two main factors. Conviviality was new and specific to
it contributes to the differentiation of a specific brand from those of
destinations (Ekinci & Hosany, 2006). Since then, empirical studies
its competitors (Aaker, 1996), increases brand preference and usage
on destination personality began to emerge in the tourism litera-
(Aaker, 1999; Malhotra, 1988; Sirgy, 1982), enhances the brand
ture. A summary of previous studies on destination personality is
equity (Keller, 1993), builds strong emotional relationships
presented in Table 1.
between consumers and brands, and thus results in greater trust
and loyalty (Fournier, 1998). Applying the concept of brand
3.3. Self-concept and the self-congruity theory
personality to tourism destinations, previous studies have investi-
gated the effects of destination personality on tourist’s behavioral
Self-concept has been advanced as a useful construct for
intentions. For instance, Ekinci and Hosany (2006) have found that
understanding and explaining consumer choice behavior. It has
one of the dimensions of destination personality has a significant
been suggested that consumers prefer products or brands that are
effect on intention to recommend. Ekinci et al. (2007) have found
similar to how they see or would like to see themselves (Landon,
that destination personality has a positive influence both on
1974; Malhotra, 1988; Sirgy, 1982). In consumer behavior litera-
intention to return and word of mouth. Following these studies, the
ture, several researchers have concentrated on how the personality
present study proposes that destination personality will have
of a brand enables consumers to express their own self (Belk, 1988;
a direct positive influence on tourist’s behavioral intentions.
Birdwell, 1968; Dolich, 1969; Malhotra, 1988). Self-concept (also
Accordingly, the following hypotheses were derived:
referred to as self-image) has been defined as “the totality of
individual’s thoughts and feelings having reference to himself as an H1. Destination personality will have a positive impact on inten-
object” (Rosenberg, 1979, p. 7). tion to return.
The earlier studies conceptualized self-concept as a unidimen-
H2. Destination personality will have a positive impact on
sional construct and treated it as the actual self-concept, whereas
intention to recommend.
later studies conceptualized it as having two components: actual and
ideal self-concepts (Malhotra, 1988). Sirgy (1982) has progressed In the consumer behavior literature, self-congruity is defined as
beyond this duality dimension and developed a multidimensional the match between a product/brand image and consumer’s self-
construct of self-concept that not only consists of actual and ideal self- concept (Sirgy, 1985b; Sirgy et al., 1991, 1997). It consists of two
concepts, but also includes social self-concepts. According to Sirgy components, namely, self-concept and product/brand image.
(1982), self-concept is a multidimensional construct having four Several researchers have studied the congruence between
major components, namely, actual self-concept, ideal self-concept, consumer self-concept and product/brand image to predict
social self-concept and ideal social self-concept. Within this multi- consumer behavior variables, such as product/brand attitude,
dimensional framework, the actual self-concept refers to how intention, behavior, loyalty, and so on (Sirgy, 1982, 1985a; Sirgy
a person actually perceives himself or herself, whereas the ideal self- et al., 1991). However, these previous studies have extensively
concept refers to how a person would like to perceive himself or focused on the match between the consumer self-concept and
herself. Social self-concept refers to how an individual thinks others product/brand image, not on brand personality. Because of the poor
perceive him or her, whereas ideal social self-concept represents the conceptualization and a lack of empirical studies, there is much
way the individual desires to be perceived by others (Sirgy, 1982). ambiguity in the relationship between brand image and brand
Self-congruity can be considered a natural extension of self- personality (Hosany et al., 2006). Hosany et al. (2006) have tested
concept. The basic hypothesis in the self-congruity theory is that the relationship between brand image and brand personality in the
a consumer tends to select products or brands that correspond to context of tourism destinations and found that destination image
one’s self-concept. This idea suggests that the greater the degree of and destination personality are two different, but related, concepts.
congruence, the higher the probability of intention to purchase. Destination image is an encompassing concept, whereas
Table 1
Summary of destination personality studies.

Reference Destination(s) studied Sample Method Dimensions found Major findings

Ekinci and Hosany (2006) - A number of destinations A total of 250 - Structured: Aaker’s (1997) 3 Dimensions: Sincerity, - Tourists attribute personality
by recalling the last British travelers BPS, content validity, 27 excitement, and conviviality. characteristics to
destination visited items of BPS, 5-point tourism destinations.
- A popular European city Likert-type scale - BPS is applicable to
tourism destinations.
- DP has a positive impact
on intention to recommend.
Hosany et al. (2006) A number of destinations by 148 British travelers - Structured: Aaker’s (1997) 3 Dimensions: sincerity, - DI and DP are two different,
recalling the last destination visited BPS, content validity, 27 excitement, and conviviality. but related concepts. While DI
items of BPS, 5-point is an encompassing concept,
Likert-type scale DP is more related to the
affective components of DI.
Ekinci et al. (2007) Mediterranean region of Turkey 365 German travelers - Structured: 20-item 3 Dimensions: conviviality, - Host image has a positive
DP adjectives recommended sincerity, and excitement. impact on DP.
by Ekinci and Hosany (2006), - DP has a positive impact
5-point Likert-type scale on intention to return
and word of mouth.

A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

Murphy, Moscardo, Two destinations in 480 Visitors to - Structured: 20 items of Cairns (3 dimensions): - The open-ended responses
and Benckendorff (2007) Queensland, Australia: Queensland Aaker’s (1997) BPS, sincere, sophisticated, of personality descriptors
- Cairns 5-point Likert-type scale and outdoorsy. were not as common
- Whitsunday Islands - Unstructured: Whitsunday Islands as Aaker’s (1997)
Open-ended questions (4 dimensions): Upper personality traits.
class, honest, exciting, - The findings provide
and tough. some evidence that BP
can be used to differentiate
tourism destinations.
Murphy et al. (2007a) Whitsunday Islands, 277 Visitors to - Structured: 20 items 4 Dimensions: sophistication and - Provided evidence of a
Queensland, Australia Queensland of Aaker’s (1997) competence, sincerity, relationship between travel
BPS, 5-point Likert-type scale excitement, and ruggedness. motivation and DP.
- Provided evidence of a link
between DP and SC.
- Found no relationship between
DP and actual and
intended visitation.
Murphy, Benckendorff, Whitsunday Islands, 277 Visitors to - Structured: 20 items of 4 Dimensions: sophistication - Tourist needs and DP perceptions
and Moscardo (2007b) Queensland, Australia Queensland Aaker’s (1997) BPS, and competence, sincerity, are associated with higher SC levels.
5-point Likert-type scale excitement, and ruggedness. Higher SC levels are related
to satisfaction with destination,
but not related to intention to visit.
Pitt et al. (2007) 10 African countries Official tourism - Content analysis: a list of 922 Each country was evaluated - Demonstrated a research
websites of 10 synonyms to Aaker’s (1997) based on Aaker’s (1997) method that shows how
African countries 42 personality traits were BP dimensions. brands communicate their
collected, and then, categorized brand personalities online.
according to Aaker’s (1997) - Found that some countries
BP dimensions. focus on specific dimensions
of Aaker’s (1997) BP
framework while others are
failing to communicate any
of the Aaker’s (1997) BP
dimensions at all.
Prayag (2007) Two destinations: 85 International - Unstructured: Projective No dimensions - Projective techniques were
- South Africa tourists visiting techniques, in-depth interviews found effective to elicit the
- Cape Town Cape Town destination-specific
personality traits.
(continued on next page)

117
 118 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

destination personality is more related to the affective components

of the destination image (Hosany et al., 2006).

countries as travel destinations.

Brand image refers to both functional and symbolic benefits

perception differences across

of a brand (Low & Lamb, 2000). On the other hand, brand
- The scale was found to be
less useful for predicting

personality only refers to the symbolic function of a brand

people’s perceptions of

- The study found some

different nationalities
(Keller, 1993). Thus, brand personality may have a closer link to
- Developed a country

for DP dimensions.
consumer self-concept than the functional benefits or attributes
personality scale.

of a brand because it solely focuses on the personality traits

associated with a brand. Therefore, in this study, the product/
Major findings

brand image concept is replaced by the brand personality

concept and self-congruity is conceptualized as the match
between destination personality and tourist’s self-concept. The
findings of Aaker (1999) also support the brand personality
congruence effect. According to Aaker (1999), the main point of
wickedness, snobbism, assiduousness,

self-congruity is that consumers prefer brands with a set of

modernity, originality and vibrancy,

personality traits congruent with their own. Thus, the hypoth-

conformity, and unobtrusiveness

5 Dimensions: competence and

esized model posits that self-congruity will have a positive

6 Dimensions: agreeableness,

impact on tourist’s behavioral intentions. In other words, the

greater the match between the destination personality and the
trendy, and conviviality

tourist’s self-concept, the more likely it is that the tourist will

Dimensions found

sincerity, cool and

have a favorable attitude toward that destination, resulting in an

intention to return and intention to recommend.
H3. Self-congruity will have a positive impact on intention to
return.

H3a. Actual self-congruity will have a positive impact on inten-

tion to return.
brochures and internet sites
Aaker’s (1997) BPS, 5 items
- Structured: 23 items from
- Unstructured: interviews

5-point Likert-type scale

H3b. Ideal self-congruity will have a positive impact intention to

open-ended questions
5-point bipolar scales
- Structured: previous

return.
personality scales,

based on content

BP: brand personality, BPS: brand personality scale, DI: destination image, DP: destination personality, SC: self-congruity.
analysis of travel

about Istanbul,

H4. Self-congruity will have a positive impact on intention to

- Unstructured:

recommend.
H4a. Actual self-congruity will have a positive impact intention to
Method

recommend.

H4b. Ideal self-congruity will have a positive impact on intention

to recommend.

It is important to note that there are four major types of self-

visitors to Istanbul
272 International
French speaking

congruity in the literature, namely, actual, ideal, social, and ideal

social (Sirgy et al., 1997). This study only concentrates on actual and
Canadians

ideal self-congruity, because these two types of self-congruity have

Sample

received the strongest empirical support and are most commonly

used (Sirgy, 1982; Sirgy et al., 1997).
Finally, the proposed model investigates the mediating impact
of self-congruity on the relationship between destination person-
ality and tourist’s behavioral intentions. According to the proposed
model, destination personality also indirectly influences intention
to return and intention to recommend through self-congruity.
A number of countries
Destination(s) studied

Therefore, the following hypotheses were derived:

Istanbul, Turkey

H5. Self-congruity will mediate the relationship between desti-

five continents
representing

nation personality and intention to return.

H5a. Actual self-congruity will mediate the relationship between

destination personality and intention to return.

H5b. Ideal self-congruity will mediate the relationship between

destination personality and intention to return.
and Boujbel (2007)

and Baloglu (2009)

H6. Self-congruity will mediate the relationship between desti-

Table 1 (continued )

nation personality and intention to recommend.

H6a. Actual self-congruity will mediate the relationship between
Reference

destination personality and intention to recommend.

D’Astous

Sahin

H6b. Ideal self-congruity will mediate the relationship between

destination personality and intention to recommend.
 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127 119

Self-Congruity Behavioral Intentions

Destination + +
• Actual Congruity • Return
Personality
• Ideal Congruity • Recommend

Fig. 1. The hypothesized model.

5. Methodology competence (intelligent, successful, leader, confident); sophistica-

tion (upper class, glamorous, good looking, charming, feminine).
This study applied a survey research design. A self-administered The three personality traits, exciting, independent, and unique,
questionnaire was developed based on the literature review, scale which were generated in the first stage, were also among the 23
development procedure, and interviews with the marketing items elicited in the content validity stage. Thus, the two stages
managers of the Las Vegas Convention and Visitors Authority. Both yielded a total of 29 personality traits for the final study.
close and open-ended questions were used in the questionnaire to
collect the required quantitative and qualitative data for the study.
5.2. The measurement

5.1. BPS development for destinations The destination personality was captured using personality
traits derived from unique personality trait generation stage and
Although Aaker’s (1997) BPS is the most comprehensive mostly, Aaker’s (1997) BPS content validity stage. A total of 29
instrument for measuring brand personality and is widely used destination personality items was measured on a 5-point Likert-
within different product categories and across different cultures, it type scale ranging from (1) strongly disagree to (5) strongly agree.
is not specifically designed for tourism destinations. Hosany et al. The ongoing debate in measuring self-congruity is whether to
(2006) suggest that some items of Aaker’s (1997) BPS are redun- use the gap score formula (traditional method) or direct score
dant in the context of tourism destinations, because they are not formula (global measurement, new method) (Sirgy & Su, 2000).
suitable to define a tourism destination. Therefore, to ensure that Sirgy et al. (1997) argue that measuring self-congruity with the
the personality traits used in this study are pertinent to Las Vegas, direct score formula is more predictive than that obtained using the
a two-stage scale development procedure was conducted. In the gap score formula because it captures self-congruity more directly
first stage, a free-elicitation task was conducted to identify the and globally, contains less measurement errors, and is more holistic
unique traits that describe Las Vegas. In the second stage, the 42 in capturing self-congruity. Thus, self-congruity was measured
personality traits in the BPS were tested for content validity. with an adaptation of the global measurement method developed
by Sirgy et al. (Sirgy et al., 1997; Sirgy & Su, 2000). According to this
5.1.1. Stage 1: unique personality trait generation model, the subject first describes the typical user of the brand (for
In this stage, to identify the traits unique to Las Vegas, a free- destinations, the typical visitor) and then states directly the
elicitation task was conducted among a group of 28 tourists visiting consistency between the typical user of the brand and his or her
Las Vegas. Subjects were recruited using a convenience sampling self-concept. The image of the typical user of the brand is believed
technique on the Las Vegas Strip. Subjects (n ¼ 28; 54% female, 46% to be reflective of the brand image. However, brand personality can
male) were asked to think of Las Vegas as if it were a person and to be formed and influenced by any direct or indirect contact that the
write down the personality traits that first came to mind. It was consumer has with the brand (Aaker, 1997). Brand’s user imagery,
predetermined that if a trait was mentioned by at least 25% of the which is defined as “the set of human characteristics associated
subjects, it would be included in the pool of personality traits. Nine with the typical user of a brand” (Aaker, 1997, p. 348), is just one of
unique traits resulting from this task met this criterion and were the several approaches to brand personality formation. Thus, brand
added to the pool of personality traits. The personality traits, their personality is a broader and more inclusive concept than the image
frequencies, and percentages were as follows: exciting (15; 54%), sexy of the typical user of a brand (Helgeson & Suphellen, 2004). Addi-
(14; 50%), energetic (10; 36%), vibrant (9; 32%), independent (9; 32%), tionally, Keller (1998) has cautioned that user imagery and brand
unique (8; 29%), alive (8; 29%), showy (8; 29%), and naughty (8; 29%). personality may not always be in agreement (as cited in Phau & Lau,
2000). Aaker (1996) states that there are occasions where the user
5.1.2. Stage 2: the BPS content validity profile is inconsistent with the personality that the brand projects.
The same sample of visitors was used in the second stage. In this Furthermore, there might be more than one type of user imagery
stage, the 42 personality traits in the BPS were tested for content for a brand. Thus, respondents were first asked to think of the
validity (Churchill, 1979). The items were measured using a 5-point destination as if it were person. Next, they were asked to consider
Likert-type scale, with anchors ranging from (1) not descriptive at the personality characteristics of the destination and their self-
all to (5) extremely descriptive, consistent with Aaker’s (1997) concept. Then, the respondents were asked to compare both the
study. Subjects were asked to rate the degree to which they personality of the destination and their self-concept in their minds.
perceived that each of the 42 personality traits accurately described Finally, they were instructed to express the consistency between
Las Vegas. To isolate the most relevant traits, the cutoff for the 42 the destination personality and their self-concept by indicating
BPS personality traits was a scale with a mean rating of 3.00 or their levels of agreement with the statements regarding actual and
above. A set of 23 items, split across 4 dimensions, was retained ideal self-congruity. Actual self-congruity statements were as
from the BPS and were as follows: sincerity (original, cheerful, follows: “Las Vegas is consistent with how I see myself”; “I am quite
friendly); excitement (daring, trendy, exciting, spirited, cool, young, similar to the personality of Las Vegas”; “The personality of Las
imaginative, unique, up-to-date, independent, contemporary); Vegas is congruent with how I see myself”. On the contrary, ideal
120 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

self-congruity was measured using the following statements: “Las surveys were conducted by three trained graduate students.
Vegas is consistent with how I would like to see myself”; “I would Respondents were approached randomly rather than approaching
like to be perceived as similar to the personality of Las Vegas”; “The all available visitors in a systematic way. The students approached
personality of Las Vegas is congruent with how I would like to see the visitors who were waiting for the Fountain Show, identified
myself”. Both actual and ideal self-congruity statements were themselves, informed them about the study, and indicated that
derived from the previous research conducted by Sirgy et al. (1997), participation was confidential and voluntary. In general, the visitors
Sirgy and Su (2000), and Helgeson and Suphellen (2004). These were participatory and showed a high level of interest. The refusal
congruity statements were measured using a 5-point Likert-type rates were relatively low (around 15%). Out of 382 questionnaires
scale ranging from (1) strongly disagree to (5) strongly agree. collected, 14 were not usable. Thus, a total of 368 questionnaires
Behavioral intentions (intention to return and intention to were coded for data analysis.
recommend) were measured using numerical scales. Intention to
recommend was operationalized using a 10-point numerical scale, 5.5. Analysis of data
with (1) representing not recommend at all and (10) definitely
recommend. Intention to return was also measured using a 10- The software SPSS 16.0 was used to analyze the data. Data
point numerical scale, where (1) means do not intend to visit and analysis included several stages. First, the data were explored for
(10) means very likely to visit. Overall destination brand person- possible errors in the entries and outliers; and descriptive statistics
ality evaluation was captured using a 10-point numerical scale, were reported. Next, a factor analysis was performed to identify the
with (1) representing very negative and (10) very positive. underlying personality dimensions of Las Vegas. After assessing the
Four open-ended questions in the survey allowed respondents reliabilities using Cronbach’s alpha, factor scores for the identified
to think freely about the destination and to express their original dimensions were calculated using the Anderson and Rubin method.
and unique views. First, respondents were asked to describe their Then, the reliability of the self-congruity measures was assessed by
general images of Las Vegas using three words or phrases. Second, examining the Cronbach’s alpha coefficients; the six self-congruity
they were asked to list three personality traits associated with Las measures were subsequently reduced to two measures (actual and
Vegas. Third, they were asked to visualize and describe the typical ideal congruity) by calculating their mean scores. Finally, multiple
visitor to Las Vegas to identify the typical user imagery, consistent regression analyses were conducted to examine the relationships
with Sirgy and Su’s (2000) suggested approach. Finally, respon- among destination personality, self-congruity, and behavioral
dents were asked to write down a tourism slogan or a tagline for Las intentions.
Vegas in their own words.
Trip-related questions, including how long the visitor had been 6. Results and discussion
in Las Vegas, their previous visits to Las Vegas, the main purpose of
their trip, the party size, trip companions, tourist activities pursued 6.1. Demographic profile of the respondents
by visitors, and information sources used in holiday decision
making were all asked. Demographic questions, including age, There were slightly more female respondents (51.4%) than
gender, country/state of residence, marital status, level of educa- males. The age of the respondents ranged from 18 to 69, with
tion, and household income were also asked to provide additional a mean score of 36.6 years. Most of the respondents (73%) were
background on the respondents. from the United States (US), with the majority of them coming from
California (29.3%). This was followed by respondents from Arizona
5.3. Pilot study (10.3%) and Texas (7.6%). The rest of the US respondents were from
states such as Utah, New York, Iowa, and Washington, among
To discover any potential deficiencies and to test the feasibility others. Of the 27% of the respondents from outside the US, 38.3%
of the proposed questionnaire, a pilot study was conducted with were from the United Kingdom and 25.2% from Canada. Among the
a sample of 20 visitors to Las Vegas. There were no concerns respondents, 50.5% were married and approximately 38% held
regarding the wording of the questions or the format. Therefore, all a university degree. The major portion of the respondents (27.5%)
the questions were retained. The average response time to belonged to the income group of $60,000e$89,999.
complete a questionnaire was 15 min.
6.2. Trip characteristics
5.4. Sample and data collection
More than half of the respondents (62.5%) were first-time visi-
The target population of this study comprised visitors to Las tors to Las Vegas. The remaining 37.5% had visited Las Vegas
Vegas. A convenience sampling method, which refers to the previously, and the mean number of previous visits within the past
sampling procedure used to obtain units (or people) that are most three years was less than three (mean ¼ 2.9; median ¼ 2.0). Slightly
conveniently available (Zikmund, 2003), was used in the research more than half of the respondents (50.8%) traveled with friends,
process. The self-administered questionnaires were distributed to and 38.3% traveled with family and/or relatives. The average party
the visitors in front of the “Fountain Show” at Bellagio, one of the size was 3.5 persons (median ¼ 3.0). Respondents stayed an
largest casino hotels on the Las Vegas Strip. This place was deemed average of 4 days (median ¼ 4.0) in Las Vegas.
appropriate for data collection for two reasons. First, it was
a popular place on the Las Vegas Strip and, therefore, was mostly 6.3. Qualitative perceptions
populated by visitors. Second, the pilot study showed that the
average response time to complete a questionnaire was 15 min and Respondents were asked four open-ended questions to learn
visitors who were waiting for the “Fountain Show” were both their original and unique perceptions regarding the image and
interested in the study and had sufficient time to complete the personality of Las Vegas. These questions were focused on the
questionnaire. following areas: (1) general image or characteristics of Las Vegas,
The data were collected from January 19, 2009 to March 8, 2009. (2) personality characteristics associated with Las Vegas, (3) typical
There were seven weeks in this data collection period. Two days in visitor to Las Vegas, (4) a tourism slogan or tagline for Las Vegas. For
each week were randomly selected, making a total of 14 days. The the first three areas, respondents were asked to list three words or
 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127 121

phrases that first came to their mind when they read the question. Table 3
For the tagline part, respondents were given free space to write Respondents’ perceptions regarding brand personality characteristics of Las Vegas
(N ¼ 360).
down a tourism slogan or tagline for Las Vegas in their own words.
The findings of these open-ended questions are content analyzed, Personality traits n %
and the most-frequent responses are presented in tables. Fun/fun-loving 89 24.7
The top ten responses for the general image or characteristics of Exciting 59 16.4
Outgoing 48 13.3
Las Vegas are presented in Table 2. As shown in Table 2, Las Vegas is
Sexy 42 11.7
mostly associated with gambling (33.1%) by respondents. This is not Energetic 30 8.3
a surprising result because Las Vegas is known as a popular gaming Adventurous 29 8.0
destination in the world. Respondents reported shows (21.5%) most Friendly 21 5.8
frequently after gambling. The third most-frequent response was Alive 18 5.0
Flamboyant 17 4.7
fun and entertainment (18.7%). The second (shows) and third (fun/ Rich/wealthy 14 3.9
entertainment) most-frequent images associated with Las Vegas
show that Las Vegas is not only perceived as a gaming destination,
but also viewed as an entertainment destination in visitors’ minds.
Other images associated with Las Vegas by respondents were as gambler (13.0), stylish (12.8%), adventurous (12.5), classy (11.7%), and
follows: drinking/alcohol (17.9%), casinos/slot machines (17.6), lights/ partier (8.7%).
bright lights (11.7%), sex (9.2%), night life/night clubs (7.9%), The Strip Aaker (1997) proposes that brand personality can be formed in
(6.2%) and Sin City (4.6%). Although Sin City is at the end of the list, two ways: directly (through people) and indirectly. In an indirect
one can say that the Sin City image of Las Vegas is still dominant in manner, personality traits can be associated with a brand through
visitors’ minds because other images associated with Sin City, such product-related attributes, such as packaging, brand name, symbol,
as gambling, sex, and drinking, are placed in the top of the list. logo, or advertising. Within the tourism destinations, it has been
Of the 368 respondents, eight did not answer the open-ended proposed that brand personality can be formed in an indirect
question that was designed to elicit the personality characteristics manner through marketing programs such as cooperative adver-
associated with Las Vegas. In this question, respondents were asked tising or media-construction of destinations (Cai, 2002; Ekinci &
to think Las Vegas as if it were a person and then list three Hosany, 2006). Accordingly, this study argues that one of the
personality traits that reflect Las Vegas. The ten most-frequent indirect ways of destination personality formation is through
personality characteristics are shown in Table 3. The most-frequent destination slogans or taglines. Furthermore, these slogans or tag-
personality characteristic was fun/fun-loving (24.7%), followed by lines can be used to understand the brand personality of destina-
exciting (16.4%) and outgoing (13.3%). Sexy (11.7%), energetic (8.3%), tions. More than one-fourth of the respondents (99 respondents,
adventurous (8.0%), friendly (5.8%), alive (5.0%), flamboyant (4.7%), 26.90%) answered to the last open-ended question and wrote down
and rich/wealthy (3.9%) were the other most-common personality a tagline for Las Vegas. These taglines were content analyzed to
characteristics, respectively. As seen from the table, except exciting understand the respondents’ perceptions regarding the personality
and friendly, the open-ended responses for personality character- of Las Vegas. The words, especially the personal adjectives, used in
istics were not as common as Aaker’s (1997) personality traits. the taglines were analyzed. Content analysis of the taglines
Additionally, this open-ended question generated a greater variety revealed that the respondents mostly associate Las Vegas with the
of personality characteristics (191 unique traits). On the basis of personality trait exciting (14). Other personality characteristics that
these findings, one can say that a free-elicitation approach is an were emphasized in the taglines were: free (9), fun (9), showy (7),
effective way to elicit destination-specific personality traits. unique (6), sexy (5), and alive (3).
In the third open-ended question, respondents were asked to
describe the typical visitor to Las Vegas using personal adjectives, 6.4. Exploratory factor analysis of destination personality items
because Aaker (1997) argues that one of the several direct sources
of brand personality formation is through the typical user of An exploratory factor analysis was performed on the 29
a brand. To identify the imagery of a typical visitor to Las Vegas, personality items to reduce data and to identify the underlying
Sirgy and Su’s (2000) suggested approach was utilized. According dimensions. Principal component analysis, with varimax rotation
to this approach, respondents were asked to visualize and describe and latent root criterion (eigenvalues > 1), was used in the factor
the typical visitor to a destination. The most-common open-ended analysis. As recommended by Hair, Black, Babin, Anderson, and
responses for a typical visitor to Las Vegas are presented in Table 4. Tatham (2005), factor loadings greater than .50 are considered
The ten most-common descriptors are young (22.0%), followed by necessary for practical significance; therefore, a cutoff point of .50
fun/fun-loving (17.4), sexy (15.5%), rich/wealthy (14.9), old (14.1%), was established to include items in the interpretation of a factor. In
the initial analysis, one of the five factors included single item

Table 2 Table 4
Respondents’ images of Las Vegas (N ¼ 368). Respondents’ perceptions of a typical visitor to Las Vegas (N ¼ 368).

Images n % Personality traits n %

Gambling 122 33.1 Young 81 22.0
Shows 79 21.5 Fun/fun-loving 64 17.4
Fun/entertainment 69 18.7 Sexy 57 15.5
Drinking/alcohol 66 17.9 Rich/wealthy 55 14.9
Casinos/slot machines 65 17.6 Old 52 14.1
Lights/bright lights/neon lights 43 11.7 Gambler 48 13.0
Sex 34 9.2 Stylish 47 12.8
Night life/night clubs 29 7.9 Adventurous 46 12.5
Las Vegas Strip 23 6.2 Classy 43 11.7
Sin City 17 4.6 Partier 32 8.7
122 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

(naughty). The analysis was conducted again after excluding it. In Destination personality factor two consisted of “feminine, charming,
the second factor analysis, 4 items exhibited both cross-loadings upper class, good looking, and glamorous”. Factor two was named
and low factor loadings (<.50) and were removed. The items “sophistication” because the items in factor two were similar to
eliminated from the second analysis were original, spirited, cool, and those in Aaker’s (1997). Destination personality factor three
contemporary. After removing these items, the analysis was included “leader, successful, confident, independent, and intelligent”.
repeated. All items exhibited factor loadings greater than .50, and Factor three was labeled “competence” given that four of the five
no items were cross-loaded. items were similar to those in Aaker’s (1997) study. Destination
The results of Bartlett’s Test of Sphericity (p value .000, chi- personality factor four consisted of “unique, up-to-date, imaginative,
square 5631.535, df 276) showed that sufficient correlations exist young, and trendy”. Although the items in factor four were included
among the variables to run a factor analysis. The Kai- in the “excitement” dimension in Aaker’s (1997) study, it was
sereMeyereOlkin Measure of Sampling Adequacy (.920) was named as “contemporary” rather than “excitement” in this study,
excellent, indicating that the principal component analysis was given that the items (e.g., exciting, daring) which had greater
very appropriate to use on the data. The latent root criterion influence on the factor name “excitement” were not included in
(eigenvalues > 1) revealed five-factor solution and explained 69.6% factor four. Destination personality factor five consisted of “friendly
of the variance. Cronbach’s alpha was used to test the reliabilities. and cheerful”. For factor five, the name “sincerity” was chosen
The reliability of the items was very satisfactory, ranging from .812 because these items were also loaded on the “sincerity” dimension
to .915. Table 5 displays the factors, factor loadings, eigenvalues, the in Aaker’s (1997) study.
percentage of variance explained by the factors, and the corre- As seen in Table 5, Aaker’s (1997) original five personality
sponding Cronbach’s alpha reliability coefficients. dimensions were replicated to a great extent. In three of the five
A name was assigned for each factor based on the following factors (sophistication, contemporary, and sincerity), the personality
criteria: factor loadings, the nature of the items in each factor, and items were loaded under the original dimensions of Aaker’s (1997)
comparison of the items and factor names extracted in this study study (the factor “contemporary” corresponds to Aaker’s (1997)
with those in Aaker’s (1997) study. According to Hair et al. (2005), “excitement” dimension). In one factor (competence), the person-
items with higher loadings are considered more important and ality items were also similar to those in Aaker’s (1997) study, but
have greater influence on the factor labeling. Destination person- the item “independent”dwhich was loaded on “excitement” in
ality factor one consisted of “energetic, alive, vibrant, showy, exciting, Aaker’s (1997) studydwas loaded on the “competence” dimension
sexy, and daring”. Thus, factor one was labeled “vibrancy”. rather than “contemporary”. Because Aaker’s (1997) “ruggedness”
dimension failed in the content validity stage, it was not used in the
study. Instead, destination-specific personality traits were used,
Table 5 such as energetic, sexy, alive, vibrant, showy, and naughty. These
Exploratory factor analysis of destination personality items.a destination-specific personality items were loaded on one factor,
except the item “naughty” (failed in the initial factor analysis).
Factors Factor Eigenvalue Explained Reliabilityb
loading variance (%) However, “exciting” and “daring” were also loaded on the vibrancy
Vibrancy 10.835 45.147 .915
factor, which includes the destination-specific items.
Energetic .823 In Table 6, the personality dimensions extracted in this study
Alive .821 were compared with those in Aaker’s (1997) study. Similar to
Vibrant .809 Aaker’s (1997) findings, five dimensions of brand personality
Showy .738
emerged for Las Vegas as a tourist destination. In general, four of
Exciting .585
Sexy .584 the five factors appear to replicate the original dimensions of
Daring .555 Aaker’s (1997) brand personality framework. Thus, the findings of
Sophistication 2.142 8.924 .867
this study indicate that Aaker’s (1997) brand personality frame-
Feminine .771 work is applicable to tourism destinations. However, a fifth factor
Charming .735 appears to be relatively specific to Las Vegas. This specific factor
Upper class .675 explained the majority of variance (45.1%). Thus, this study
Good looking .649
proposes that a specific BPS is needed for tourism destinations,
Glamorous .562
consistent with the findings of Hosany et al. (2006), who suggest
Competence 1.516 6.317 .844 that some items of Aaker’s (1997) BPS are redundant and not
Leader .823
suitable for tourism destinations.
Successful .808
Confident .769 The factor scores were calculated using the Anderson and Rubin
Independent .564 method with SPSS 16.0, because this method was found to be
Intelligent .514

Contemporary 1.133 4.721 .812

Unique .676 Table 6
Up-to-date .667 A comparison of destination personality (DP) and brand personality (BP)
Imaginative .630 dimensions.
Young .554
The present Comparison Aaker (1997)
Trendy .525
study (DP (BP dimensions)
Sincerity 1.079 4.498 .833 dimensions)
Friendly .832 Vibrancy Vibrancy is destination specific.
Cheerful .682 Sophistication )Corresponds/ Sophistication
Total variance 69.607 Competence )Corresponds/ Competence
explained Contemporary )Corresponds/ Excitement
Sincerity )Corresponds/ Sincerity
a
Extraction method: principal component analysis, rotation method: varimax Aaker’s (1997) ruggedness dimension Ruggedness
with Kaiser normalization, KaisereMeyereOlkin Measure of Sampling Adequacy: was not used in this study because
.920. Bartlett’s Test of Sphericity p value .000 (chi-square: 5631.535, df: 276). it failed in the content validity stage.
b
Reliabilities were assessed using Cronbach’s alpha coefficients.
 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127 123

unbiased and superior to the other two methods (the regression Table 8
and Bartlett’s method) used to estimate factor scores (Lastovicka & Regression analysis: relationship between destination personality and behavioral
intentions.
Thamodaran, 1991; Sirakaya, Uysal, & Yoshioka, 2003). Additionally,
the Anderson and Rubin method is the standard practice when Dimensions Model 1 Intention to return Model 2 Intention
factors are used as an input for subsequent analyses (multiple to recommend

regression analyses, in this case) (Sirakaya et al., 2003). Beta t-Value Sig. t Beta t-Value Sig. t
Vibrancy .208 4.332 .000 .280 6.038 .000
Sophistication .317 6.605 .000 .322 6.942 .000
6.5. Analyses of self-congruity measures Competence .108 2.242 .026 .171 3.689 .000
Contemporary .084 1.746 .082 .105 2.269 .024
Respondents were asked to indicate their levels of agreement to Sincerity .283 5.895 .000 .273 5.902 .000
the six self-congruity statements. Because the factor structure of Constant 48.867 .000 65.375 .000
Multiple R .493 .545
these statements was known, they were not submitted to factor
R2 .243 .297
analysis; only the reliability scores were computed for these F test statistics/ F ¼ 21.046, F ¼ 27.649,
measures. Both actual and ideal self-congruity statements demon- significance p ¼ .000 p ¼ .000
strated a strong internal consistency, shown by a ¼ .984 and
a ¼ .985, respectively (Table 7). Following the reliability assessment,
the six measures of self-congruity were reduced into two variables 6.6.2. Self-congruity and behavioral intentions
as actual and ideal congruity, by computing their mean scores. In this stage, both intention to return and intention to recom-
mend were regressed on the two measures of self-congruity. The
6.6. The model and hypothesis testing results are presented in Table 9. The multiple R coefficients showed
that the correlations between the two measures of self-congruity
The proposed model and the relationships between destination and the two behavioral intentions are strong (R values > .50) (Cohen,
personality, self-congruity, and behavioral intentions were tested 1988). The two measures of self-congruity explained 53.4% and
using several multiple regression analyses. 52.5% of the variation in intention to return and intention to
recommend, respectively. The two regression models predicting
6.6.1. Destination personality perceptions and behavioral intentions intention to return and intention to recommend were significant at
Multiple regression analyses were run using the five factors of the .001 or better probability level, indicating that there was
the destination personality as independent variables and the a significant relationship between self-congruity and behavioral
behavioral intentions as dependent variables. The results are pre- intentions. Multicollinearity between the independent variables
sented in Table 8. As seen in Table 8, destination personality was examined by calculating the VIFs. No effect of multicollinearity
dimensions were statistically significant in estimating intention to problem was detected in both models as all the VIF scores were 1.199.
return and intention to recommend (p values ¼ .000). Both actual and ideal self-congruity were found to be significant
The multiple R coefficients showed that the correlations between predictors of intention to return (bactual ¼ .502, p ¼ .000;
the destination personality and the two behavioral intentions are bideal ¼ .364, p ¼ .000) and intention to recommend (bactual ¼ .382,
strong to moderate (R values > .30) (Cohen, 1988). In Model 1, the p ¼ .000; bideal ¼ .479, p ¼ .000). These findings not only support the
coefficient of determination (R2) was .243, indicating that approxi- results of many previous research studies in the consumer behavior
mately 24% of the total variation in intention to return was explained literature, which have found similar effects of self-congruity on
by the destination personality factors. On the other hand, the R2 was consumer attitudes (see Sirgy, 1982 for a review), but also provide
.297 in Model 2, which means that 29.7% of the total variance for the support for Sirgy and Su’s (2000) arguments regarding the effects of
estimation of intention to recommend is explained by the destina- self-congruity in the context of tourism literature. Sirgy and Su
tion personality factors. These results show that destination (2000) propose that the greater the match between destination
personality is more predictive in the estimation of intention to image and tourist’s self-concept, the more likely it is that the tourist
recommend than intention to return since the R2 was higher in will be motivated to visit that destination.
Model 2 than in Model 1. There was no effect of multicollinearity in In Hypotheses 3 and 4, respectively, self-congruity was
both models based on the fact that all VIF scores were 1.000. hypothesized to have a positive impact on intention to return and
The four personality dimensions, vibrancy (b ¼ .208, p ¼ .000), intention to recommend. Based on the results of the multiple
sophistication (b ¼ .317, p ¼ .000), competence (b ¼ .108, p ¼ .026), regression analyses, Hypotheses 3 and 4 were supported. Accord-
and sincerity (b ¼ .283, p ¼ .000), had a significant and positive ingly, the greater the match between destination personality and
impact on intention to return. Only the contemporary dimension tourist’s self-concept, the more likely it is that the tourist will have
was not statistically significant (b ¼ .084, p ¼ .082). However, all the a favorable attitude toward that destination, resulting in intention
five dimensions of the destination personality were statistically to return and intention to recommend.
significant at .050 or better probability level and had a positive
impact on intention to return. Based on the multiple regression
Table 9
analyses, the Hypotheses 1 and 2, the destination personality will Regression analysis: relationship between self-congruity and behavioral intentions.
have a positive impact on intention to return and intention to
IVs Model 1 Intention Model 2 Intention
recommend, were supported, respectively.
to return to recommend

Beta t-Value Sig. t Beta t-Value Sig. t

Table 7 Actual congruity .502 12.829 .000 .382 9.676 .000
Reliability estimates for self-congruity statements (N ¼ 368). Ideal congruity .364 9.299 .000 .479 12.114 .000
Constant 5.284 .000 12.474 .000
Self-congruity Reliabilitya Number of items
Multiple R .731 .724
Actual congruity .984 3 R2 .534 .525
Ideal congruity .985 3 F test statistics/ F ¼ 208.858, F ¼ 201.436,
a
Reliabilities were assessed using Cronbach’s alpha coefficients. significance p ¼ .000 p ¼ .000
124 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

In particular, the standardized beta coefficients were reviewed In the second step of Baron and Kenny’s (1986) suggested
to find out which measure of self-congruity has relative importance approach, both actual and ideal self-congruity were regressed on all
on behavioral intentions. As seen in Table 9, actual self-congruity the dimensions of destination personality. The results are reported
has a relatively greater impact on intention to return (b ¼ .502), in Table 10. The two models investigated were found to be signif-
whereas ideal self-congruity has relatively greater impact on icant at the .001 or better probability level, indicating that there
intention to recommend (b ¼ .479). was a significant relationship between destination personality and
self-congruity, which is consistent with the findings of Murphy
6.6.3. Destination personality perceptions, self-congruity, and et al. (2007a). The multiple R coefficients showed that the corre-
behavioral intentions lation between the dimensions of destination personality and the
Hypotheses 5 and 6 dealt with the mediating impact of self- two measures of self-congruity are moderate (.30 < R values < .50)
congruity on the relationship between destination personality and (Cohen, 1988). The five dimensions of destination personality
tourist’s behavioral intentions. To test these hypotheses, Baron and explained 13.0% and 21.1% of the total variation in actual and ideal
Kenny’s (1986) approach for determining mediation was used, self-congruity, respectively. Although the amount of variance
which is summarized as follows: explained by the regression model for actual self-congruity was low
(R2 ¼ .130), the F value was highly significant (p ¼ .000). Only the
Step 1: Regressing the dependent variable on the independent Competence dimension was not statistically significant in predict-
variable. In this step, the independent variable must affect the ing actual self-congruity (p ¼ .157). On the other hand, the
dependent variable. If not, mediation is not possible, and there is Contemporary dimension was not statistically significant in pre-
no need for further analyses. dicting ideal self-congruity (p ¼ .371). However, four of the five
Step 2: Regressing the mediator on the independent variable. In destination personality dimensions were statistically significant in
this second step, the independent variable must affect the both models. Because the overall regression models were signifi-
mediator. cant at .001 or better probability level, the second step in Baron and
Step 3: Regressing the dependent variable on both the inde- Kenny’s (1986) approach was completed, and the required condi-
pendent variable and the mediator. The mediator must affect tion (the effect of independent variable on the mediator) was met.
the dependent variable. In the third step, both intention to return and intention to
Step 4: If all the above conditions are met in the predicted recommend were regressed on both the five dimensions of desti-
direction, then the effect of the independent variable on the nation personality and the two measures of self-congruity. The
dependent variable must be less in the third step than in the first results of the multiple regression analyses are shown in Table 11.
step. If not, mediation is not supported. If the independent The regression models that included both the independent variable
variable is no longer significant in the third step, then perfect (dimensions of destination personality) and the mediator (actual
mediation is supported. and ideal self-congruity) were statistically significant in estimating
intention to return and intention to recommend (p values ¼ .000).
It should also be noted that not only the significance of the The multiple R coefficients showed that the correlations
coefficients, but also their absolute sizes should be examined in the between the destination personality, self-congruity, and the
final step to evaluate the mediation (Baron & Kenny, 1986; Kenny, behavioral intentions are strong (R values > .50) (Cohen, 1988). In
2008). According to Hair et al. (2005), if the effect of the indepen- Model 1, the coefficient of determination (R2) was .711, indicating
dent variable on the dependent variable is reduced in absolute size that 71.1% of the total variation in intention to return was explained
but remains significant when the mediator is included in the by both the dimensions of destination personality and the two
model, partial mediation is supported. If the effect of independent measures of self-congruity. On the other hand, the R2 was .664 in
variable on the dependent variable is reduced to a point where it is Model 2, which means that 66.4% of the total variance in the esti-
not significantly different from zero when mediator is included in mation of intention to recommend was explained by both the
the model, full mediation is supported (Hair et al., 2005). dimensions of destination personality and the two measures of
In Hypotheses 1 and 2, behavioral intentions were regressed on all self-congruity.
dimensions of destination personality and destination personality was It should be also noted that the explanatory power (R2) of the
found to have a statistically significant effect on behavioral intentions models is increased when actual and ideal self-congruity are added to
(p values ¼ .000). This denotes the first step in Baron and Kenny’s the equation (R2 ¼ .243 in Step 1, R2 ¼ .711 in Step 3 for intention to
(1986) suggested approach, in which we have sufficient evidence return; R2 ¼ .297 in Step 1, R2 ¼ .664 in Step 3 for intention to
that this relationship might be mediated by another variable.
Table 11
Regression analysis: relationship between destination personality, self-congruity,
and behavioral intentions.
Table 10
Regression analysis: relationship between destination personality and self- IVs and mediator Model 1 Intention Model 2 Intention
congruity to return to recommend

Beta t-Value Sig. t Beta t-Value Sig. t

Dimensions Model 1 Actual congruity Model 2 Ideal congruity
Vibrancy .052 1.705 .089 .140 4.246 .000
Beta t-Value Sig. t Beta t-Value Sig. t Sophistication .105 3.370 .001 .132 3.910 .000
Vibrancy .132 2.567 .011 .204 4.163 .000 Competence .003 .094 .925 .076 2.332 .020
Sophistication .181 3.515 .001 .277 5.651 .000 Contemporary .031 1.031 .303 .062 1.907 .057
Competence .073 1.419 .157 .144 2.942 .003 Sincerity .060 1.906 .058 .078 2.295 .022
Contemporary .102 1.971 .050 .044 .896 .371 Actual congruity .265 7.208 .000 .184 4.633 .000
Sincerity .253 4.903 .000 .264 5.387 .000 Ideal congruity .592 15.312 .000 .565 13.539 .000
Constant 40.391 .000 53.131 .000 Constant 2.628 .009 11.333 .000
Multiple R .360 .459 Multiple R .843 .815
R2 .130 .211 R2 .711 .664
F test statistics/ F ¼ 9.776, F ¼ 17.584, F test statistics/ F ¼ 114.730, F ¼ 92.032,
significance p ¼ .000 p ¼ .000 significance p ¼ .000 p ¼ .000
 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127 125

recommend). The potential multicollinearity problem was examined 7. Conclusions

by using VIFs. The VIFs ranged from 1.012 to 1.690, indicating that
there were no concerns regarding the multicollinearity problem. The purpose of this study was to investigate the perceived
The third step of testing mediation required that self-congruity destination personality of Las Vegas and to empirically examine the
(mediator) affect the tourist’s behavioral intentions (dependent relationships among destination personality, self-congruity, and
variables). In Table 11, the regression coefficients representing the tourist’s behavioral intentions. The results of the present study
effect of actual and ideal self-congruity on intention to return and make important theoretical and practical contributions to the
intention to recommend were statistically significant (p val- understanding of brand personality, self-congruity, and behavioral
ues ¼ .000). These findings satisfied the third step of Baron and intentions in the context of tourism destinations.
Kenny’s (1986) test of mediation.
The final step for mediation in Baron and Kenny’s (1986) 7.1. Implications
approach required that the regression coefficients representing
the independent variable’s effects on the dependent variable be From a theoretical standpoint, the study indicates that tourists do
lower in magnitude in the regression equations that included the attribute personality characteristics to tourism destinations. This is
mediator (regression results shown in Table 11) than the regression in line with previous research on destination personality (e.g., Ekinci
coefficients obtained from the regression equations that excluded & Hosany, 2006; Ekinci et al., 2007; Murphy et al., 2007a). Similar to
the mediator (regression results shown in Table 8). A comparison of Aaker’s (1997) brand personality framework, five dimensions of
the regression coefficients and the p values (results in Table 8 vs. destination personality emerged for Las Vegas in this study.
Table 11) for the regression analyses in Step 1 and Step 3 are pre- However, this study partially replicates Aaker’s (1997) original five
sented in Table 12. personality dimensions, considering that four of the five dimensions
The three dimensions of destination personality (vibrancy, appear to replicate those in Aaker’s (1997) study. In three of the five
competence, and sincerity) were no longer significant in predicting factors (sophistication, contemporary, and sincerity), the personality
intention to return when the two measures of self-congruity were items were located under the original dimensions of Aaker’s (1997)
controlled (Table 12). The contemporary dimension was not study (the factor “contemporary” corresponds to Aaker’s (1997)
significant in Step 1, nor in Step 3, for intention to return. Only the “excitement” dimension). In one dimension (competence), four of
sophistication dimension was still significant when the two the five personality traits were the same as those in Aaker’s (1997)
measures of self-congruity were controlled. study. However, one trait (independent), which was located under
On the contrary, four of the five destination personality dimen- the “excitement” dimension in Aaker’s (1997) study, was loaded on
sions (vibrancy, sophistication, competence, and sincerity) were still the competence dimension in this study. Another dimension,
significant in predicting intention to recommend when the two vibrancy, included five destination-specific personality traits and
measures of self-congruity were controlled. Only the contemporary two traits from Aaker’s (1997) BPS. These two traits, exciting and
dimension was no longer significant in predicting intention to daring, shifted from the “excitement” dimension of Aaker’s (1997)
recommend when actual and ideal self-congruity were controlled. study and became a part of the vibrancy dimension in this study.
A comparison of the regression coefficients showed that the The shifting of the personality traits from one dimension to another
effects of all the dimensions of destination personality on intention was also observed in previous research (e.g., Ekinci & Hosany, 2006;
to return and intention to recommend were all lower in magnitude Murphy et al., 2007a). Ekinci and Hosany (2006) explain this issue
when the two measures of self-congruity were controlled. Thus, with the argument that the personality traits designed for consumer
Hypotheses 5 and 6, proposing that self-congruity mediates the goods tend to shift when applied to tourism destinations. It should
relationship between destination personality and behavioral also be noted that Aaker’s (1997) “ruggedness” dimension was not
intentions, were supported. used in this study because it failed in the content validity stage used
Because all the regression coefficients of the destination for identifying the personality traits to be included.
personality dimensions are reduced, but some of them still remain Furthermore, the results support Ekinci and Hosany’s (2006)
significant when self-congruity is included as a mediator, it is argument that Aaker’s (1997) BPS may not fully represent all
concluded that self-congruity is a partial mediator between desti- personality traits associated with tourism destinations. Indeed,
nation personality and behavioral intentions. destination-specific personality traits were loaded on one dimen-
sion and explained the majority of the variance. Additionally, the
open-ended responses revealed personality traits that are quite
different from those in Aaker’s (1997) study.
The findings of this study indicate that destination personality
Table 12 has a positive impact on intention to return and intention to
A comparison of regression coefficients and p values for destination personality
recommend, consistent with previous research (Ekinci & Hosany,
dimensions between Step 1 and Step 3.
2006; Ekinci et al., 2007). Another significant theoretical contribu-
IVs Model 1 Intention to return Model 2 Intention tion of this study is that the findings support the self-congruity
to recommend
theory (the match between destination personality and tourist’s
Step 1 Step 3 Step 1 Step 3 self-concept) in the context of tourism destinations. Although self-
Beta Sig. t Beta Sig. t Beta Sig. t Beta Sig. t congruity has been studied widely in the consumer behavior liter-
Vibrancy .208 .000 .052 .089 .280 .000 .140 .000 ature, there is a lack of research on it in the tourism literature. The
Sophistication .317 .000 .105 .001 .322 .000 .132 .000 study finds evidence that self-congruity has a positive impact on
Competence .108 .026 .003 .925 .171 .000 .076 .020 tourist’s behavioral intentions and thus supports the self-congruity
Contemporary .084 .082 .031 .303 .105 .024 .062 .057
theory. Thus, the greater the match between destination personality
Sincerity .283 .000 .060 .058 .273 .000 .078 .022
and tourist’s self-concept, the more likely is that the tourist will have
Step 1: regression analyses predicting the behavioral intentions (dependent vari- a favorable attitude toward that destination, resulting in intention to
able) with destination personality (independent variable).
Step 3: regression analyses predicting the behavioral intentions (dependent vari-
return and word of mouth. Additionally, the study shows evidence
able) with destination personality (independent variable) and self-congruity that self-congruity is a partial mediator between destination
(mediator). personality and behavioral intentions. In other words, destination
126 A. Usakli, S. Baloglu / Tourism Management 32 (2011) 114e127

personality has a positive indirect effect on intention to return and sampling method. Therefore, the sample did not reflect the entire
intention to recommend through self-congruity. population of visitors to Las Vegas from which the respondents
Another theoretical implication of this study is methodological. were chosen. Second, the findings of this study are specific to one
The study shows that both qualitative and quantitative approaches tourism destination (Las Vegas) and cannot be generalized to other
should be used in the measurement of destination personality, tourism destinations. Therefore, a future research replicating this
which is similar with the findings of the study of Baloglu and Love study with a larger sample size, applying the random sampling
(2005). Baloglu and Love (2005) investigated the association method, and for other destinations will increase our understanding
meeting planners’ images of five convention cities and found that of this important research area. Third, the present study focused on
open-ended (unstructured) questions revealed unique perceptions the visitors to Las Vegas, and the results are limited to the time
that could not be captured by closed-ended (structured) questions. period of data collection. The sample was surveyed in the months of
In this study, the open-ended questions generated a greater variety January, February, and March 2009. Thus, for more generalizable
of personality traits that are quite different from those in Aaker’s results, it is advisable that the sample is surveyed throughout the
(1997) study. In addition, they converged in part with the quanti- whole year to prevent any possible seasonal bias.
tative responses (scale evaluations) and thus provided additional Fourth, this study measured self-congruity directly, using the
support for the validity of the study. global measurement method developed by Sirgy et al. (1997).
From a practical standpoint, the findings of the study provide However, there has been a considerable debate about whether to
important implications for destination marketers. Today, destinations use the direct score formula or gap score formula in measuring self-
are faced with increasingly tough competition than they ever faced congruity. Future research could measure self-congruity using the
before. Promoting the functional attributes of destinations no longer gap score formula (measuring self-concept and brand personality
helps destinations to attract travelers because of the high product separately) or could employ both the direct score and gap score
similarity and growing substitutability. The findings of this study formulas and compare the results.
provide evidence that the symbolic functions or benefits of a desti- Fifth, the current study employed only the two dimensions of
nation brand are crucial in understanding the complex nature of self-congruity, namely, actual self-congruity and ideal self-
travel behavior. Indeed, the results indicate that destination person- congruity. The other two dimensions, social self-congruity and
ality has a positive impact on tourist’s behavioral intentions. Thus, ideal social self-congruity, were not included in this study. It should
destination marketers should focus on developing marketing strate- be noted that social self-congruity has been increasingly drawing
gies that emphasize the distinctive personality of their destinations. attention, especially in the tourism area, because the destination
The study has also specific practical implications for the desti- choice behavior is not only affected by personal factors, but also
nation marketers of Las Vegas. The perceived destination personality influenced by social factors. Thus, future research could investigate
of Las Vegas has five dimensions: vibrancy, sophistication, compe- the effects of social self-congruity within the context of tourism
tence, contemporary, and sincerity. Although all the five personality destinations. Also, a future research agenda could investigate the
dimensions of Las Vegas were found to be significant predictors of impact of trip-related factors (e.g. purpose of the trip, trip
intention to recommend, only the contemporary dimension was not companions) or demographics (e.g. age, nationality) on the rela-
significant in predicting intention to return. Destination marketers tionship between self-congruity and tourist’s behavioral intentions.
of Las Vegas could either differentiate Las Vegas based on these For instance, Sirgy and Su (2000) propose that tourists who travel
personality dimensions or these dimensions can be used in the with significant others are likely to engage in impression
positioning efforts of Las Vegas. In particular, three of the five management and, therefore, choose to visit those destinations that
personality dimensions were found to have relatively more influ- would make good impression on significant others.
ence on tourists’ behavioral intentions. The sophistication was found Although the study found that Las Vegas has a five-dimensional
to be the most influential personality dimension affecting both destination personality, both the qualitative and quantitative
intention to return and intention to recommend. The second and responses found support for the argument that Aaker’s (1997) BPS
third most influential dimensions on intention to return were may not fully represent the personality traits associated with
sincerity and vibrancy, respectively. However, the second and third tourism destinations. Indeed, open-ended questions elicited
most influential dimensions on intention to recommend were personality traits that are quite different from those in Aaker’s
vibrancy and sincerity, respectively. The destination marketers of Las (1997) BPS, and exploratory factor analysis showed that the
Vegas should concentrate more on these three dimensions (sophis- majority of variance was captured by the vibrancy factor, which
tication, vibrancy, and sincerity) in their marketing efforts. mostly consists of personality traits that are different from Aaker’s
An additional practical implication is that tourists who experi- (1997) BPS. Thus, a BPS that is specifically designed for tourism
ence a match between how they see the destinations and them- destinations is essential. Future research could fill this important
selves or how they would like to see themselves are more likely to gap in the tourism literature by developing a valid, reliable, and
have favorable attitudes toward those destinations, resulting in generalizable destination personality scale.
intention to return and intention to recommend. Therefore, desti-
nation marketers should place greater emphasis on building
a connection between destination personality and tourist’s self- Appendix. Supplementary material
concept and develop marketing campaigns emphasizing this
match. The combination of destination personality and self- Supplementary data associated with this article can be found in
congruity might provide a more comprehensive understanding of the online version, at doi:10.1016/j.tourman.2010.06.006.
how visitors choose their destinations.
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