This study has two research objectives. The study’s first aim is to investigate the personality of a place - the city of Rome - by identifying traits and dimensions that underlie the city’s personality. Second, the study examines the relationships among the following concepts: destination personality, self-congruity, and tourist behavioural intentions. Data were collected via self-administered questionnaires. A total of 439 national and international visitors to Rome were interviewed. Exploratory factor analysis, Pearson correlation, confirmatory factor analysis, and structural equation modelling were performed to test the research questions and hypotheses. The findings indicate that tourists ascribe personality to places. Moreover, the study verifies the relationship between self-congruity and destination personality on tourist behavioural intentions.
Keywords: Destination branding, destination personality, self-congruity, Rome, exploratory and confirmatory factor analysis, structural equation modelling.