Examining destination personality: Its antecedents and outcomes

This study of Sardinia, Italy, an island destination in the Mediterranean Sea, examines the role of involvement on destination personality formation process. It further investigates how destination personality affects destination satisfaction and self-congruity, and how self-congruity affects destination satisfaction and destination loyalty. A total of 1266 usable questionnaires were collected via a field survey. Utilizing structured and unstructured research methodologies, three underlying dimensions of destination personality specific to the island of Sardinia were uncovered, namely conviviality, sophistication, and vibrancy. The proposed conceptual model was tested and the results reveal significant relationships between two involvement dimensions (pleasure/interest and sign value) and various destination personality dimensions. Destination personality dimensions were found to have a strong influence on destination satisfaction and self-congruity. Furthermore, the findings provide empirical evidence of the influence of self-congruity on destination satisfaction and destination loyalty. Destination satisfaction was also found to positively influence the two dimensions of destination loyalty: referral and revisit intentions.