Self-congruence, functional congruence, and destination choice

Taehong Ahn, Yuksel Ekinci and Gang Li

Journal of Business Research, 2013, vol. 66, issue 6, 719-723

Abstract: This study's purpose is to investigate the effects of self-congruence and functional congruence on tourists' destination choice. The present research contributes to the gap in the consumer behavior literature by examining the relationships among self-congruence, functional congruence, and destination choice. Based on a sample of 367 British residents, the three research hypotheses are tested using multinomial logistic regression analysis. The study results suggest that a tourist's destination choice is influenced strongly by functional congruence, but not by self-congruence. The article closes with theoretical and managerial implications as well as future research directions.

Keywords: Self-congruence; Functional congruence; Destination choice; Destination image (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (23)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:6:p:719-723

DOI: 10.1016/j.jbusres.2011.09.009

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