Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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Finally, this research has demonstrated empirically that the development of self-congruity using destination 
brand personality is a dynamic two-way process. Individuals who have a strong preference for a particular 
destination can in fact endow and influence its perceived personality with their self-concept. The stronger the 
relationship that is built with a tourism destination brand, the more one is able to achieve congruity between the 
brand and the self. This theory is consistent with the proposition made by de Chernatony and McEnally (1999). 
Hence, the brand-individual relationship building is an important factor to consider in order to build strong self-
congruity towards a tourism destination.