How Does Destination Experience Value Affect Brand Value and Behavioral Intention? The Moderator Role of Self Congruity

The primary purpose of this research is to reveal the moderator role of self-congruity in the effect of consumer return on investment, aesthetics, service excellence, and playfulness as the sub-dimensions of destination experience value on destination brand equity and in the effect of destination brand value on behavioral intention. The research data were obtained utilizing the survey method. The findings of the study revealed that all dimensions under the destination experience value significantly and positively affect the destination brand value. When the effect of the overall brand value of the destination on the behavioral intention is evaluated, the brand value affects the behavioral intention positively and strongly. It was concluded in the study that self-congruity has a moderator effect on customer return on investment and playfulness dimensions on destination brand value, whereas the construct of self-congruity does not have a moderator effect on service excellence and aesthetic dimensions on destination brand value and that self-congruity has a moderator effect on destination brand value perception on behavioral intention. The study provides important practical contributions to both destination marketing managers and national and local authorities.