Host Image and Destination Personality

Abstract

The purpose of this research was to develop a path analytical model to test multiple direct and indirect relationships involving tourists' perception of host image, destination personality, and behavioral intentions. Specifically, the study tested hypotheses that host image has a positive impact on destination personality that in return will have a positive effect on intent to return and word of mouth. To assess the mediating role of the destination personality, direct effects of host image on intent to return and word of mouth were also investigated. The data were collected from a sample of 365 German travelers to the Mediterranean region of Turkey. The findings of the study indicate that destination personality has three dimensions: conviviality, sincerity, and excitement, and tourists do use these concepts to form symbolic meanings of destinations. These dimensions have a positive influence on intent to return and word of mouth, whereas host image has a positive impact on the destination personality dimensions. The influences of host image on each destination personality dimension show variations in terms of significance and strength of the relationship. Although host image has a positive effect on intent to return, its overall contribution to the explained variance is small. Practical and theoretical implications are discussed within the context of destination branding theory.