Achieving destination appeal and a competitive edge is a priority aim of tourist destination managers. The objective of this study is to help explain the formation of brand equity as a competitive strategy for a tourist destination. A model is proposed, in which complementary variables—internal to the consumer—are taken as antecedents of brand equity, namely, motivation to visit a destination and self-congruity. In achieving this aim, the work responds to key gaps in the literature: the measurement of the effectiveness of destination brand equity as a competitive strategy, the need for greater knowledge regarding the antecedents of destination brand equity, the broadening of the application of the theory of self-congruity in tourism, and the importance of tourist motivation in the consumer’s evaluation of a destination’s brand. The work finds that both determinants exert an effect on brand equity, albeit in distinct ways: motivation is essential in attracting clients to the destination, while self-congruity is vital for retaining them. The study presents a number of implications of interest to the professional sector.

中文翻译：

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自我一致性和动机对基于消费者的目的地品牌资产的影响

实现目的地吸引力和竞争优势是旅游目的地管理者的首要目标。这项研究的目的是帮助解释品牌资产的形成，将其作为旅游目的地的竞争策略。提出了一个模型，其中将消费者内部的互补变量作为品牌资产的先决条件，即访问目的地的动机和自我一致性。为了实现这一目标，这项工作应对了文献中的主要差距：衡量目的地品牌资产作为竞争策略的有效性，需要更多有关目的地品牌资产前因的知识，拓宽该理论的应用范围旅游自我一致性的概念，以及旅游动机在消费者对目的地品牌评估中的重要性。这项工作发现，两个决定因素都对品牌资产产生影响，尽管有不同的方式：动机对于吸引客户到目的地至关重要，而自满对保持客户至关重要。该研究提出了一些对专业领域感兴趣的影响。