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Destination Personality and Behavioral Intention in Hainan’s Golf Tourism during COVID-19 Pandemic: Mediating Role of Destination Image and Self-Congruity

Author

Listed:
  • Shuai Zhang

    (College of Physical Education, Jilin Normal University, Siping 136099, China)

  • Kyungsik Kim

    (Department of Sport & Leisure Studies, Hoseo University, Asan-si 31499, Korea)

  • Brain H. Yim

    (Department of Foundations, Leadership and Administration, Kent State University, Kent, OH 44240, USA)

  • Boram Hyun

    (Department of Dance, Korean National Sport University, Seoul 05541, Korea)

  • Weiqi Chai

    (College of Physical Education, Jilin University, Changchun 130012, China)

Abstract

The aim of this study was (a) to investigate the relationship between destination personality (DP), destination image (DI), self-congruity (SC), and behavioral intention (BI) in the context of golf tourism and (b) to examine the mediating roles of DI and SC in the relationship between DP and BI. We collected valid data about 519 golf tourists who visited Hainan, China in 2021. The results show that DP positively affected DI, DP positively affected BI, DP positively affected SC, SC positively affected BI, and DI positively affected BI. In addition, DI positively mediated the relationship between DP and BI, and SC positively mediated the relationship between DP and BI. The findings enrich the tourism literature, contribute to the exploration of golf tourism theory, and provide recommendations for golf tourism researchers and marketers.

Suggested Citation

  • Shuai Zhang & Kyungsik Kim & Brain H. Yim & Boram Hyun & Weiqi Chai, 2022. "Destination Personality and Behavioral Intention in Hainan’s Golf Tourism during COVID-19 Pandemic: Mediating Role of Destination Image and Self-Congruity," Sustainability, MDPI, vol. 14(11), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:11:p:6528-:d:824981
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    Cited by:

    1. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    2. Tianchen Dai & Ji Li & Gül Aktürk & Jian Jiao, 2022. "The Overlooked Contribution of National Heritage Designation in City Branding and Tourism Management," Sustainability, MDPI, vol. 14(14), pages 1-17, July.

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