SELF-CONGRUENCE AND DESTINATION BRAND LOVE, THE MEDIATING ROLE OF TOURIST IMMERSION EXPERIENCE

Abstract

Based on the assessment of the influence exerted by elements associated with self-congruence on the affection towards destination brands among tourists residing in Ho Chi Minh City, the article delineates managerial implications for destination marketing professionals aimed at enhancing the perception and emotional attachment towards tourist destinations. The study used qualitative and quantitative research methods using SPSS and SmartPLS software with 421 valid responses. The findings indicate that both ideal congruence and ideal social congruence exert a beneficial influence on the affection for the destination brand; specifically, the greater the alignment between tourists’ self-perception and their perception of the destination, the more likely tourists are to develop a positive disposition towards the destination, consequently fostering an increased affection for the destination.