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The role of culture personality and self-congruity in the evaluation of cultures as destinations

The role of culture personality and self-congruity in the evaluation of cultures as destinations This study aims to determine cultures as personalities and investigates whether similarities or dissimilarities compared to the respondent’s own personality (actual self) are more attractive. The objectives are to identify the culture personality dimensions relevant for destination choice and to investigate the effect of congruity between perceived actual self and perceived culture personality on the evaluation of the examined cultures as ideal destinations. In this manner, numerous participants in the tourism industry may gain more specific insights into certain segments, while communication related to the specific culture can be targeted more efficiently.Design/methodology/approachA culture personality scale was developed by identifying the five relevant dimensions (three items in each). To measure actual self, the same 15 scale items were used. In the framework of the current research, 238 respondents evaluated the Turkish and French culture personality and their own personality.FindingsResults show that for both cultures highly similar personality structures can be observed; incorporating dimensions such as competence, interpersonal approach, aura, life approach and rectitude. In relation to congruity theory, the authors found that the effect of the similarity between perceived culture personality and actual self is marginal. Instead, results show that the more positively culture personality is perceived relative to perceived actual self, the more positive the attitude respondents have towards cultures as destinations.Research limitations/implicationsThe generalizability of the results is subject to some limitations due to the student sample.Originality/valueBoth the developed scale and the revealed effects contribute to the research field. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

The role of culture personality and self-congruity in the evaluation of cultures as destinations

Tourism Review , Volume 74 (3): 14 – Jun 19, 2019

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References (44)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
DOI
10.1108/tr-02-2018-0026
Publisher site
See Article on Publisher Site

Abstract

This study aims to determine cultures as personalities and investigates whether similarities or dissimilarities compared to the respondent’s own personality (actual self) are more attractive. The objectives are to identify the culture personality dimensions relevant for destination choice and to investigate the effect of congruity between perceived actual self and perceived culture personality on the evaluation of the examined cultures as ideal destinations. In this manner, numerous participants in the tourism industry may gain more specific insights into certain segments, while communication related to the specific culture can be targeted more efficiently.Design/methodology/approachA culture personality scale was developed by identifying the five relevant dimensions (three items in each). To measure actual self, the same 15 scale items were used. In the framework of the current research, 238 respondents evaluated the Turkish and French culture personality and their own personality.FindingsResults show that for both cultures highly similar personality structures can be observed; incorporating dimensions such as competence, interpersonal approach, aura, life approach and rectitude. In relation to congruity theory, the authors found that the effect of the similarity between perceived culture personality and actual self is marginal. Instead, results show that the more positively culture personality is perceived relative to perceived actual self, the more positive the attitude respondents have towards cultures as destinations.Research limitations/implicationsThe generalizability of the results is subject to some limitations due to the student sample.Originality/valueBoth the developed scale and the revealed effects contribute to the research field.

Journal

Tourism ReviewEmerald Publishing

Published: Jun 19, 2019

Keywords: Destination choice; Cross-cultural evaluation; Culture personality scale (CPS); Self-congruity theory

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