| Summary: | 碩士 === 國立東華大學 === 觀光暨休閒遊憩學系 === 100 === This is an empiracal study based on the theory of self-congruity. This study contrubutes to the advancement of the self-congruity theory by providing empirical results that demonstate the relationships between “destination brand personality”, “self-congruity”, and “travel intentions”. Survey was conducted in July 2011 at “Huashan1914. Creative Park” using purposeful sampling method, and a total of 665 valid responses were collected. Seven key factors of “Huashan1914. Creative Park’s” brand personality were extracted, namely, “multicultural arts”, “dynamic fashion”, “sincere and practical”, “sensible and independent”, “charming”, “fun”, and “forefront leadership”.
The results of multiple regression analysis indicated that the destination brand personality factors of “multicultural arts”, “sincere and practical”, and “charming” have a significant positive relationship with tourists’ intention to re-visit and recommend; the ideal and ideal social self-congruity also have a significant positive relationship with the travel intentions; in addition, the destination brand personality has a significant positive effect on the self-congruity of the visitors. However, the self-congruity is not the mediator between destination brand personality and visitors’ travel intentions. Finally, this study not only provides the basis of developing marketing positioning for “Huashan1914. Creative Park”, it also examines the application of self-congruity theory in cultural creative tourism, and recommendations for future research has been proposed.
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