Exploring the formation of destination loyalty from destination personality and self‐congruity: A mediating role of destination relationship quality

Abstract

AbstractThis study proposes a new concept of the tourist‐destination relationship called destination relationship quality. It consists of four elements: destination satisfaction, destination trust, destination commitment, and destination attachment. The study investigates how destination personality and self‐congruity influence tourists' destination loyalty through destination relationship quality. Data were obtained through systematic sampling from 424 Chinese tourists in Guangzhou, China. Using partial least squares structural equation modelling analysis, this study confirmed that destination personality and self‐congruity are antecedent factors of destination relationship quality, which ultimately affect tourists' destination loyalty towards a destination. The study contributes to tourist‐destination relationship research by indicating the mechanism for establishing destination relationship quality so that researchers can further apply this concept in their future studies. The results of this study are helpful for tourist destination marketers to attach importance to the establishment of destination personality and create core differences in tourist destinations when developing marketing strategies.