Self-Congruity Theory: To What Extent Does It Hold in Tourism?

Abstract

This paper investigates: (1) if, and to what extent, self-congruity theory is applicable in tourism, (2) to what extent travel and person characteristics explain the degree of self-congruity, and (3) how the operationalization of self-congruity affects the conclusions about whether self-congruity holds in tourism. Results derived from a large-scale study of Swiss travellers indicate that conclusions depend heavily on how self-congruity is measured. Using a relatively strict measure, more than half the trips under study can be classified as self-congruent. However, travel and socio-demographic characteristics are very limited in their ability to explain when self-congruity occurs. (2) to what extent travel and person characteristics explain the degree of selfcongruity, and (3) how the operationalization of self-congruity affects the conclusions about whether self-congruity holds in tourism. Results derived from a large-scale study of Swiss travellers indicate that conclusions depend heavily on how self-congruity is measured. Using a relatively strict measure, more than half the trips under study can be classified as selfcongruent. However, travel and socio-demographic characteristics are very limited in their ability to explain when self-congruity occurs.

Consumer behaviour in tourism: Concepts, influences and opportunities

“…The literature is also under-developed on the antecedents of self-congruity in tourism and the consequences of self-congruity on perceived value, satisfaction and future behaviour. Boksberger et al (2011) conclude that self-concept is applicable to tourism only when the construct is not operationalised as strictly as in the marketing field, that is, an almost perfect match as opposed to a perfect match between brand image and self-image is tolerated. It is well accepted in marketing that consumers have extended selves comprising people, places, experiences and possessions (Belk, 1988).…”

“…In this context, self-congruity theory, the perceived match between a product or its user personality and self-image, is mostly used to understand self-concept's applicability in tourism (Boksberger et al, 2011). Specifically, studies investigate how self-image influences perceptions of destination image (Chon, 1992;Sirgy & Su, 2000), destination choice (Beerli et al, 2007), brand personality (Usakli & Baloglu, 2011) and travel intentions (Hung & Petrick, 2012).…”

“…Recently, some studies of travel behaviour explicitly question the validity and applicability of theories and models borrowed from mainstream CB literature in the marketing field. For example, Boksberger, Dolnicar, Laesser, and Randle (2011) find that a strict operationalisation of the self-concept similar to the marketing field is not applicable in tourism. Others test the applicability of the theory of planned behaviour to destination choice decisions and suggest that it can explain the link between attitudes and behaviour in this context .…”

Escolha de destino turístico: Estudo bibliométrico com análise de citação e co-citação de autores

“…Quanto maior o encontro entre a auto-imagem do turista e a imagem do destino por ele atribuída, maior a atitude favorável em relação ao destino e, consequentemente, maior a possibilidade de que visite o destino. Alguns estudos (Sirgy, 1997;Beerli, Meneses, & Gil, 2007;Boksberger, Dolnicar, Laesser, & Randle, 2011;Usakli & Baloglu, 2011) demonstram a influência da selfcongruity nas decisões relacionadas à escolha de destinos turísticos. Outras pesquisas, também relacionadas à congruência entre o turista e o destino, demonstram que a relação entre as características do turista e seu destino de férias determinam a satisfação (Bekk, Spörrle, & Kruse, 2016) e fidelidade (Ekinci, Sirakaya-Turk, & Preciado, 2013) do turista em relação ao destino.…”

Taiwan C to C Analysis: A Study on Chinese Website Phenomenon

“…Recently, congruity has been often used to explain the retail, consumer psychology, advertising and brand evaluation [12]. To determine the relationship between self congruity and brand evaluation moderators, psychologists and marketing researchers presented a theoretical model.…”