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This research is justified by the need to broaden the theory about consumer behavior in tourism and the importance of improving commercial practices. The main objective of this study is to analyze the relationship between the search for happiness in the tourist experience and the desire for local hospitality, mediated by the congruence between the tourist's self-image and the destination image. A survey yielded 221 completed questionnaires. To analyze the data, a quantitative approach was used with the use of the multiple linear regression technique, and the results indicated a significant and positive relationship between the search for happiness in the tourist experience and the desire for local hospitality, mediated by the congruence of tourist self-image ( As it is seen) and image of the tourist destination. The originality of this study is to identify the self-image of the tourist and tourist destination as factors mediating the perception of local hospitality.

A relação entre a felicidade e o desejo por hospitalidade mediada pela autoimagem do turista e a imagem do seu destino