The effect of destination brand involvement and destination brand personality on tourists’ self- congruity and destination brand attachment

The purpose of this study was to investigate the effect of destination brand involvement and destination brand personality on tourist’s self-Congruity and destination brand attachment in Isfahan. This research is applied, descriptive and of a survey type. The field method was used to collect data using a questionnaire. The statistical population of this study is all Iranian tourists who selected Isfahan as tourism destinations in the summer of 1397. Sampling method is available in this research. The structural equations modeling sampling formula (5q≤n≤15q) has been used to determine sample size, and finally 384 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling using Smart PLS 2.0 software has been used. The findings of this research show that of destination brand involvement affects destination brand personality. Destination brand personality has an effect on actual self-congruence and ideal self-congruence. Also, destination brand personality effects destination brand attachment. Ultimately, actual self-congruence and ideal self-congruence effects on destination brand attachment. It is suggested that the results of this research can be used to city branding of Isfahan and to create a common mentality among tourists taking into account the tourist attractions of this city.