We draw on the congruity theory and brand personality literature to investigate the influence of three personality dyads—(1) tourist–destination personality congruence, (2) tourist–celebrity endorser personality congruence and (3) celebrity–destination personality congruence—on the destination attitude, destination attachment and revisit intention of tourists. We conduct two studies to examine the hypotheses. Study 1 (n = 1502) shows, using a survey design, that both celebrity–destination personality congruence and tourist–destination personality congruence increases tourists' destination attitude and attachment. Destination attachment is the psychological mechanism that underlies the influence of destination attitude on revisit intention. Tourists’ gender moderates the impact of tourist–destination personality congruence on destination attachment. Moreover, low destination crowding accentuates the effect of destination attitude on destination attachment. Study 2 (n = 509) uses a one-factor between-subject design to demonstrate that embedded celebrity endorsements on social media accentuate the impact of celebrity–destination congruence on destination attitude and attachment.

我们利用一致性理论和品牌个性文献来研究三种人格对的影响——(1) 游客-目的地个性一致性，(2) 游客-名人代言人个性一致性和 (3) 名人-目的地个性一致性——对目的地的影响游客态度、目的地依恋与重游意向. 我们进行了两项研究来检验这些假设。研究 1（n = 1502）表明，使用调查设计，名人与目的地性格的一致性和游客与目的地性格的一致性都会增加游客对目的地的态度和依恋。目的地依恋是目的地态度影响重访意愿的心理机制。游客的性别缓和了旅游目的地人格一致性对目的地依恋的影响。此外，较低的目的地拥挤度强调了目的地态度对目的地依恋的影响。研究 2（n = 509）使用单因素受试者间设计来证明社交媒体上嵌入的名人代言会加强名人与目的地一致性对目的地态度和依恋的影响。