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This research focuses on the relationships among destination personality’s dimensions, self-congruity, ambiguity tolerance, and tourists’ attitude towards a destination, based on a study conducted in the touristic city of Aix-en-Provence (southern France). The findings confirm the direct link between tourists’ destination personality dimensions and overall attitude, and further establish that self-congruity is a partial mediator of this relationship between destination personality dimensions (sincerity, excitation, and sophistication) and destination attitude. The study also establishes the moderating role of ambiguity tolerance on the relationship between personality dimensions and destination attitude.

Destination personality effects on tourists’ attitude: the role of self-congruity and ambiguity tolerance