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Postvisit Destination Loyalty Judgments: Developing and Testing a Comprehensive Congruity Model
[journal article]
Abstract Previous research has established the effect of self-congruity on both pre- and postvisit constructs, but its predictive power has appeared minimal. Departing from both classical and contemporary approaches to human needs and values, this study proposes a comprehensive model explaining more variance... view more
Previous research has established the effect of self-congruity on both pre- and postvisit constructs, but its predictive power has appeared minimal. Departing from both classical and contemporary approaches to human needs and values, this study proposes a comprehensive model explaining more variance in postvisit destination loyalty judgments. The model comprises six explanatory variables, in addition to self-congruity: functional, hedonic, leisure, economic, safety, and m oral congruity. Based on a large-scale web survey among tourists (N = 973), the results provide good support for the proposed model (64% explained variance). Each of the seven congruity components exerts a significant influence on postvisit loyalty, but their
relative contributions differ considerably. Other than self-congruity, functional, hedonic, leisure, and safety congruity exert the greatest influence on postvisit loyalty judgments; in contrast, economic and moral congruity have lesser influences. The authors discuss the results in light of their theoretical and practical implications for destination marketing. (author's abstract)... view less
Keywords
self-image; expectation; vacation; vacation destination; evaluation; model construction; tourist; identity; motivation; tourism; self-assessment; consumption behavior; congruity theory
Classification
Marketing
Leisure Research
Document language
English
Publication Year
2011
Page/Pages
p. 496-508
Journal
Journal of Travel Research, 50 (2011) 5
DOI
https://doi.org/10.1177/0047287510379159
ISSN
1356-7667
Status
Published Version; peer reviewed
Licence
Deposit Licence - No Redistribution, No Modifications
With the permission of the rights owner, this publication is under open access due to a (DFG-/German Research Foundation-funded) national or Alliance license.