Studying the Role of Tourism Destination Brand Personality on the Tourist Self-concept Congruence and emerging of Revisit Intention (Case Study: Inbound Tourists who visited the Nature Bridge Sidewalk in the city of Tehran)

Currently, tourist loyalty is considered as one of the most important criteria that can determine tourism destination success. Therefore, tourism destinations attempt to attract new tourists and make the current ones loyal through creating a powerful and unique brand for themselves. Therefore tourism destination brand personality and its effect on the tourist behavioral intentions are the most important issues that is focused by tourism destinations. This is why the present study aims to study the effect of brand personality of Tehran tourism destination on the tourist self-concept congruence with this destination and its revisit intention. The present study is a practical and descriptive research from perspectives of goal and methodology of research respectively. The statistical population of this study includes the inbound tourists who traveled to Tehran in summer 2016 and visited the Nature Bridge in this city. A sample of 216 tourists was selected conveniently. In order to collect the research data, a researcher-developed questionnaire (including 30 items) was used, which has been developed based on the literature review. It should be noted that the reliability and validity of questionnaire were investigated and conformed before its utilization. In order to analyze the research data and test the hypotheses, both descriptive and inferential statistics were used in the SPSS and Lisrel. The results of this study showed that all dimensions of tourism destination brand personality (including simplicity, responsibility, emotionality, activity, and aggressiveness) affect tourist self-congruence and revisit intention significantly. Another part of our results revealed that tourist self-congruence affects revisit intention significantly.