Role of Self-Congruity in Predicting Travel Intention

Abstract

Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with destination image. A quantitative survey-based methodology was employed for gathering data. Study used a convenience sample of 225 students and faculty members from a leading university in India. Regression analysis was carried out for testing the main effect and moderation impact. The results revealed that cognitive destination image and self-congruity had a direct impact on destination image. However, the results did not establish a moderating effect of self-congruity on relationship between destination image and return intention. The study findings have direct implication for destination marketing managers for drafting a positioning strategy for their destinations.

Citation

Biswas, J. and Shabbirhusain, R.V. (2019), "Role of Self-Congruity in Predicting Travel Intention", Subudhi, R.N. and Mishra, S. (Ed.) Methodological Issues in Management Research: Advances, Challenges, and the Way Ahead, Emerald Publishing Limited, Leeds, pp. 261-267. https://doi.org/10.1108/978-1-78973-973-220191015