How destination personality dimensions influence film tourists’ destination loyalty: an application of self-congruity theory

Based on the self-congruity theory, this study aims to investigate the effects of the four dimensions of destination personality (excitement, sincerity, competence, and androgyny) on symbolic congruity and functional congruity and further examine the effects of symbolic congruity and functional congruity on destination loyalty in the context of film tourism. A survey of 334 Mainland Chinese film tourists was conducted to collect data in Macao. The findings indicate that the four dimensions of destination personality have a significant impact on symbolic congruity and functional congruity, among which competence has the greatest influence on symbolic congruity, and sincerity has the strongest impact on functional congruity. Moreover, symbolic congruity has a higher impact on film tourists’ destination loyalty than functional congruity. This study contributes to film tourism research by showing how destination personality influences destination loyalty through self-congruity. Suggestions are provided to film tourism destination marketers for film tourism development.