Destination Self-congruity: A comparison of brand personifications in Hong Kong
Authors: Wassler, P. and Hung, K.
Conference: China Tourism and China Hotel Branding Forum 2013
Dates: 15-18 May 2013
Abstract:This paper proposes a study comparing the two most frequently used methods in measuring destination self-congruity, namely the brand-as-user (b-as-u) and the brand-as-person (b-asp) in the context of Hong Kong. The research objective focuses on assessing whether or not these approaches can be used interchangeably or if there is a potentially congruity-biasing difference among them. Subsequently, three qualitative projective techniques are used in order to assess the personification of two of Hong Kong's most visited outbound destinations, namely the USA and Japan. Finally, the results will be compared in order to identify possible differences among the b-as-u and b-asp. Academia and destination marketers will be able to profit from further insight in the still scarcely explored field of destination self-congruity.
Source: Manual