Creative destination, creative cultural experience, and destination brand self-congruence (DBSC)

Previous studies have examined the various constructs of creative tourism, but the way travelers integrate the image of their self with a creative destination brand has not been taken into consideration. Therefore this study aims to conceptualize this integrity in a creative cultural destination in Iran. This survey involved 308 inbound travelers who revealed that destination uniqueness, perceived value, and interaction are strong predictors of creative cultural experience. Creative cultural experience also positively affects enjoyment and self-enhancement. These findings also accentuate that creative cultural experience and self-enhancement are strong determinants of Destination Brand Self-Congruence (DBSC). Nevertheless, there were no findings about the effect of perceived enjoyment on DBSC.