Predicting Chinese visitors’ revisit intention through destination personality, destination image and destination self-congruity: a case study in Glasgow, UK

This research intends to empirically examine the relationship between destination personality, destination image, destination self-congruity and revisit intention among Chinese tourists travelling in Glasgow, UK. This study draws quantitative data from 226 Chinese tourists who visited Glasgow. Data analysis is conducted through an approach called Partial Least Squares - Structural Equation Modelling (PLS-SEM). Findings indicate that destination image and revisit intention are under the impact of destination personality. It is also found that destination image is associated with revisit intention. However, moderating effects of destination self-congruity are identified to be insignificant between destination image and revisit intention. Valuable theoretical, practical and methodological significance can be found in this study for scholars and practitioners in the realm of tourism marketing