관광목적지로서 제주도 브랜드 개성과 관광객의 자아일치성, 전반적인 만족도 간의 관계

Relationship of the Brand Personality of Jeju Island as a Tourism Destination, Tourist’s Self-Congruity and Overall Satisfaction: Focused on the mediating effect of self-congruity

This study examines the relationship among the brand personality of tourism destination, tourist’s self-congruity and satisfaction. The subjects of the study are tourists who visited to Jeju island. 143 data samples were collected from July to August 2014. The results of analysis showed that the brand personality factors significantly influence tourist‘s self-congruity and satisfaction. Also, the actual and social self-congruity played mediating roles in the relationship between the brand personality and satisfaction. Specifically, sophistication, competence and sincerity factors among the brand personality factors significantly improved tourist's satisfaction through actual and social self-congruity. The findings indicate that sophistication, competence and sincerity factors as a brand personality of Jeju should be offered in order to correspond with tourist’s self-congruity as well as to increase their satisfaction after travel in Jeju. Therefore, the brand personality of tourism destination plays an important role in making a useful marketing strategy.