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Decoding ethnic food selection at religious tourism sites: exploring self­congruity and the influence of social media celebrities’ intimate selfdisclosure

Ahmad S. Ajina

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 9 December 2024

93

Abstract

Purpose

This study aims to examine the effect of symbolic and functional congruity on pilgrims’ intention to buy ethnic food which leads toward behavior in the religious tourism context. Moreover, the moderating effect of social media celebrities’ intimate disclosures (SMCs-ISD) on the association between intention and behavior is also tested.

Design/methodology/approach

A survey was conducted to collect data, and 443 participants provided valid responses. Partial least squares-structural equation modeling was used to test the proposed hypotheses.

Findings

The findings demonstrate that actual and ideal self-image significantly influence the symbolic congruence whereas quality, health and price are significantly associated with functional congruence. In addition, symbolic and functional congruence is significantly related to pilgrims’ intention to use ethnic food which in turn influences their behavior. Moreover, the moderating effect of SMCs-ISD is also found significant.

Originality/value

Grounded in self-congruity theory, this study explores the impact of functional and symbolic congruity on pilgrims’ intentions to buy ethnic food in religious tourism. It addresses the intention-behavior gap by examining the moderating effect of SMCs-ISD through the lens of parasocial relationship theory. This dual theoretical approach offers new insights into how self-congruity and social media influence shape consumer behavior in this unique context.

Keywords

Acknowledgements

The author sincerely thank Saqib Ali, Department of Management Sciences, COMSATS University Islamabad, Sahiwal Campus, Sahiwal, Pakistan, and Ahmad M.A. Zamil, Department of Marketing, College of Business Administration, Prince Sattam bin Abdulaziz University, Al Kharj, Saudi Arabia, for their valuable contributions and support, which greatly assisted me in the completion of this manuscript. Author also extend his gratitude to the editor and reviewers for their constructive feedback and thoughtful suggestions, which significantly improved the quality of this work.

Funding: This study is funded by Prince Sattam bin Abdulaziz University (No: PSAU/2024/R/1446).

Citation

Ajina, A.S. (2024), "Decoding ethnic food selection at religious tourism sites: exploring self­congruity and the influence of social media celebrities’ intimate selfdisclosure", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-01-2024-0022

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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