Predicting Wine Tourism Intention: Destination Image and Self-congruity

Abstract

Using the context of wine tourism, this study tests an integrated structural model of destination factors and self-congruity to predict behavioral intentions. A survey of 696 respondents throughout Australia showed that functional destination image, affective destination image, and selfcongruity predict attitude toward wine tourism, which in turn predicts behavioral intentions. The moderating influence of wine involvement was also tested through multigroup and latent mean analysis. Consumers who were highly involved with wine appeared to be more influenced by affective destination image and self-congruity than those who indicated low wine involvement.

Self‐congruity and motivations as antecedents of destination perceived value: The moderating effect of previous experience

“…First, the results of the work show that a high level of tourist selfcongruity with the chosen destination contributes significantly to the formation of destination perceived value. This finding is in line with those of earlier works that affirm that self-congruity affects tourists' postconsumption evaluation (Kastenholz, 2004;Liu et al, 2012;Murphy et al, 2007;Pratt & Sparks, 2014;Usakli & Baloglu, 2011).…”

“…Elsewhere, Sirgy and Su (2000) propose a model that integrates selfcongruity and functional congruity to explain and predict travel behavior. Of the works providing empirical applications are those relating self-congruity to pre-travel variables, such as visit motivation and destination choice (Ahn, Ekinci, & Li, 2013;Litvin & Goh, 2002), and those relating it to postpurchase variables, such as satisfaction, revisit intention, and recommendation intention (Hosany & Martín, 2012;Kastenholz, 2004;Liu, Lin, & Wang, 2012;Murphy et al, 2007;Pratt & Sparks, 2014;Usakli & Baloglu, 2011).…”

“…In this regard, several researchers have demonstrated the relevance of the theory of self-congruity and the need to extend its application to the tourism sphere (Beerli, Meneses, & Gil, 2007;Kastenholz, 2004;Murphy, Benckendorff, & Moscardo, 2007). To date, few studies have applied self-congruity theory to tourism destination research (Pratt & Sparks, 2014), and, to our knowledge, there have been no studies analyzing the effect of self-congruity on perceived value in the tourism context.…”

Market segmentation in wine tourism: strategies for wineries and destinations in Spain

“…This author defines a structural model of wine tourism intention including food and wine involvement, wine experience, destination experience and personal development as factors that predict the wine tourist's behavioral intentions. Pratt and Sparks (2014) include not only sociodemographic characteristics, but also the experience of visiting wineries and the frequency of wine consumption in their destination image wine tourism model. Some profiling papers present a comparison of different groups.…”

A Qualitative Approach to Understanding the Underlying Beliefs of Microbrewery Consumers

“…In contrast, there are numerous studies that exist regarding consumer behavior in other areas of beverage research, such as wine (e.g. Brown & Getz, 2005;Bruwer, 2003;Carmichael, 2005;Gómez, Lopez, & Molina, 2015;Pratt & Sparks, 2014;Quintal, Thomas, & Phau, 2015;Sparks, 2007).…”