Impact Of Tourism Destination Brand Experience On Tourist Behavioral Intention From The Perspective Of Self-congruity

Under the background of the promotion of cultural and tourism integration,the instruction of a positive brand is significant to tap the culture of tourism destination and enhance the value.Destination brand is the core factor to reflect the characteristics and highlights of tourism development on the tourism destinations.The destination brand effect is a driving force for the construction process as a famous tourism and cultural city.Good tourism destination brand experience can enhance tourists’ self-concept and trust in tourism destinations so that it may promote tourists to make positive decisions.Therefore,it is important to define the dimensions of tourism destination brand experience and clarify the relationships between tourists’ self-congruity,destination trust,brand experience and behavioral intention of tourism destinations which can provide new ideas for shaping and spreading the tourism destination brand.Based on the theory of brand experience,this study constructed a theoretical model between the factors of tourism destination brand experience,self-congruity,destination trust,and tourists’ behavioral intention from the perspective of self-congruity.Destination brand experience contains four dimensions in terms of sensory experience,emotional experience,related experience and behavioral experience.This study used the theoretical deduction to propose the hypothetical paths between the interactions of various variables and established a theoretical model.Questionnaires were distributed to tourists who had traveled and consumed in the "City of Gastronomy" demonstration stores.After that,empirical analysis were conducted on the obtained samples.The results are as follows:(1)All dimensions of destination brand experience have a positive impact on self-congruity.(2)Sensory experience,emotional experience,and related experience have a positive impact on destination trust,but the behavioral experience has no impact on destination trust.(3)The tourism destination brand experience in terms of sensory experience,emotional experience,and related experience have positive impacts on tourists’ behavioral intention except behavioral experience.(4)Self-congruity plays a part intermediary role in the path of sensory experience,emotional experience and related experience on tourists’ behavioral intention.(5)Destination trust plays a part intermediary role in the path of tourism destination experience which contains sensory experience,emotional experience,and related experience on tourists’ behavioral intention.Based on the above conclusions,this study provides references for improving the interactions between tourists and tourism brand,strengthening the brand of tourism destinations,broadening the marketing channels of tourism brand,focusing on the emotional oriented brand experience for tourists and improving the integrity management system for tourism destinations.In order to provide references for explaining tourists’ behavioral intention.