Ika Barokah Suryaningsih, Kristian Suhartadi Widi Nugraha, Reza May Anggita


Behavioral Intention is one way of keeping a destination to be sustainable. Destination Personality is one crucial factor that influences Behavioral Intention. The destination personality of a tourist attraction that is following the selfimage congruity of visitors will lead to positive behavioral intention. The subjects of this research are all visitors of Tanoker, Ledokombo. The sample in this study was 137 respondents and the method used was non-probability sampling with  a purposive sampling approach technique. This research analysis technique uses the Moderated Structural Equation Modeling (MSEM) approach. The results of this study indicate that destination personality, self-image congruity affect behavioral intention. Also, cultural background moderating variables play a role in strengthening the relationship of destination personality, and self-image congruity towards behavioral intention. However, the cultural background has not been proven significant in moderating the relationship between destination personality and behavioral intention.


Destination Personality; Self Image Congruity; Behavioral Intention; Cultural Background

Full Text:



Aaker, D. (2011). Brand Relevance: Making Competitors Irrelevant, 400.

Apostolopoulou, A., & Papadimitriou, D. (2015). The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations. Current Issues in Tourism, 18(12), 1132–1151.

Boksberger, P., Dolnicar, S., Laesser, C., & Randle, M. (2011). Self-congruity theory: To what extent does it hold in tourism? Journal of Travel Research, 50(4), 454–464.

Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122.

Dodds, R., & Holmes, M. R. (2019). Beach tourists ; what factors satisfy them and drive them to return. Ocean and Coastal Management, 168(July 2018), 158–166.

Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127–139.

Ghozali, I. (2017). Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 24 (7th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685–691.

Kilic, B., & Sop, S. A. (2012). Destination personality, self-congruity and loyalty. Journal of Hospitality Management and Tourism, 3(5), 95–105.

Kim, W. H., Malek, K., Kim, N. J., & Kim, S. H. (2017). Destination personality, destination image, and intent to recommend: The role of gender, age, cultural background, and prior experiences. Sustainability (Switzerland), 10(1).

Klabi, F. (2012). The predictive power of destination-personality-congruity on tourist preference: A global approach to destination image branding. Leisure/ Loisir, 36(3–4), 309–331.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education Limited (15e ed., Vol. 15E). Pearson.

Kumar, V. (2016). Examining the role of destination personality and self-congruity in predicting tourist behavior. Tourism Management Perspectives, 20, 217–227.

Kumar, V., & Nayak, J. K. (2014). The measurement & conceptualization of destination personality. Tourism Management Perspectives, 12, 88–93.

Lee, J., & Lijia, K. X. (2008). Cognitive Destination Image, Destination Personality and Behavioral Intentions: An Integrated Perspective of Destination Branding. The Journal of Foodservice Management and Education. Retrieved from

Liu, S. X., Lu, Y. X., Liang, Q. P., & Wei, E. Y. (2010). Moderating effect of cultural values on decision making of gift-giving from a perspective of self-congruity theory: An empirical study from Chinese context. Journal of Consumer Marketing, 27(7), 604–614.

Lu, T., Tu, R., & Jen, W. (2011). The role of service value and switching barriers in an integrated model of behavioural intentions. Total Quality Management and Business Excellence, 22(10), 1071–1089.

Murhpy, L. P. (2016). Destination Brand Personality – Testing the Applicability of Aaker’s Brand Personality Dimensions to Tourism Destinations Using Confirmatory Factor Analysis. In Tourism Travel and Research Association: Advancing Tourism Research Globally.3. Travel and Tourism research Association International Conference.

Murphy, L., Benckendorff, P., & Moscardo, G. (2007). Destination brand personality: Visitor perceptions of a regional tourism destination. Tourism Analysis, 12(5–6), 419–432.

Papadimitriou, D., Apostolopoulou, A., & Kaplanidou, K. (Kiki). (2015). Destination Personality, Affective Image, and Behavioral Intentions in Domestic Urban Tourism. Journal of Travel Research, 54(3), 302–315.

Sangpikul, A. (2018). Article information : The effects of travel experience dimensions on tourist satisfaction and destination loyalty : the case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106–123.

Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292.

Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior Consumer Behavior (11th ed). Pearson.

Schmitt, B., & Zarantonello, L. (2013). CONSUMER EXPERIENCE AND EXPERIENTIAL MARKETING : Bernd Schmitt and. Review of Marketing Research, 10, 25–61.

Seddighi, H. R., Nutall, M. W., & Theocharous, A. L. (2001). Does cultural background of tourists influence the destination choice? an empirical study with special reference to political instability. Tourism Management, 22(2), 181–191.

Usakli, A. (2009). the Relationship Between Destination Personality, Self-Congruity, and Behavioral Intentions.

Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1), 114–127.

Vanheems, R., & Kelly, J. S. (2009). Understanding Customer Purchase Switching Behavior When Retailers Use Multiple Channels. International Journal of Integrated Marketing Communications, 1(2), 44–56. Retrieved from

Zhang, H., Wu, Y., & Buhalis, D. (2017). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8(June), 326–336.



  • There are currently no refbacks.