Amid growing interest from both academia and destination marketing organizations (DMOs), destination personality has emerged as a strategic lever for differentiation in a highly competitive tourism market. This study proposes a robust methodological framework to clarify the relationship between destination personality and behavioral outcomes, with a particular focus on visit intention. The empirical analysis is based on a sample of 480 Chinese respondents surveyed using a snowball sampling technique. Data were analyzed using partial least squares-structural equation modeling, supplemented by necessary condition analysis and importance–performance map analysis. These combined methods offer nuanced insights into the relative importance and necessity of specific personality traits in influencing visit intention. The findings reveal that emotionality and activity are the most influential dimensions of destination personality, providing actionable guidance for DMOs seeking to enhance their destination branding strategies. This study's integrative methodological approach represents a novel contribution to destination marketing research, combining analytical depth with practical applicability.
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