Traveling to your match? Assessing the predictive potential of Plog?s travel personality in destination marketing
- Authors
- Kim, Hany; Yilmaz, Semih; Choe, Yeongbae
- Issue Date
- Nov-2019
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Psychocentric-allocentric; Plog?s travel personality; self-congruity; destination promotion; personality-driven marketing
- Citation
- JOURNAL OF TRAVEL & TOURISM MARKETING, v.36, no.9, pp.1025 - 1036
- Journal Title
- JOURNAL OF TRAVEL & TOURISM MARKETING
- Volume
- 36
- Number
- 9
- Start Page
- 1025
- End Page
- 1036
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80431
- DOI
- 10.1080/10548408.2019.1683485
- ISSN
- 1054-8408
- Abstract
- This study revisits .Plog?s travel personality model in a true experimental setting and tests the model?s predictive power. The specific aim is to examine whether attitudinal and behavioral responses toward a destination vary as a function of the congruity between the tourist?s travel personality and the characteristics of the destination as perceived from an advertising message. The concept of self-congruity serves as a foundation for the theoretical framework. Results indicate message-personality congruity had a significant influence on visit intention via attitudes as mediators. This study provides theoretical implications for the predictive potential of Plog?s model as well as strategic marketing implications for destinations.
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