There are few works in literature that study the relationship between tourist destination image and tourist destination personality. The present study starting from the relationship between image and personality tries to analyze how this relationship can strengthen the identification of tourists with the destination itself and consequently behavioral responses. The results will highlight a strong impact of image on some personality traits of the destination and how these personality traits have an effect on the the effective, ideal, social and social ideal destination self congruity and on the intentions of return and word of mouth. The work ends with a discussion on the theoretical and managerial implications in terms of destination branding strategies.
Keywords: Destination branding, destination personality, self congruity, destination self congruity, intention to return, word of mouth

Arianna Di Vittorio, Lucrezia Maria De Cosmo, Nicolaia Iaffaldano, Luigi Piper, in "MERCATI & COMPETITIVITÀ" 2/2019, pp. 13-40, DOI:10.3280/mc2-2019oa8129