Destination Personality, Satisfaction, And Tourist Future Behavior: The Case Of North Cyprus

ABSTRACT: Going through application of destination personality in North Cyprus and finding about the essence of its relation to tourist satisfaction, and tourist behavior, considering the moderating effect of tourist motivation on relation between destination personality and tourist satisfaction as the main aim of this study. This study focused on two aims: 1) the relationship between destination personality adopted from Aaker (1997) personality scale in tourism realm _ North Cyprus_ due to tourist feeling of satisfaction and consequently their intention to revisit North Cyprus as a destination and also their intention to recommend it to others which is illustrator of tourist future behavior, 2) how tourists’ motivation factors as a moderator affect the relationship between destination personality in relation with tourist feeling of satisfaction. The study shows that there is no direct and significant relationship between destination personality and tourist’s satisfaction. The reason may be rooted in what Ye (2012) during his study claimed that since the personality traits of Aaker (1997) brand personality scale is peculiar for business section it is probable and possible that not all of those traits be significant and sensible in tourism and destination dimension. Regarding the intention of tourist to recommend and revisit the destination is affected significantly and directly by tourist’s satisfaction. So destination personality according to anthropomorphism theory and the sense and the tie created between tourist and destination leads in attracting more tourists. Keywords: Destination Personality, Tourist Future Behavior, North Cyprus. …………………………………………………………………………………………………………………………