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Postvisit Destination Loyalty Judgments: Developing and Testing a Comprehensive Congruity Model

[journal article]

Bosnjak, Michael; Sirgy, Joseph M.; Hellriegel, Sarah; Maurer, Oswin

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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 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)
Keywords tourism; tourist; vacation destination; vacation; expectation; self-image; identity; evaluation; congruity theory; model construction; self-assessment; consumption behavior; motivation
Classification Leisure Research; Marketing
Document language English
Publication Year 2011
Page/Pages p. 496-508
Journal Cooperation and Conflict: Journal of the Nordic International Studies Association, 50 (2011) 5
DOI http://dx.doi.org/10.1177/0047287510379159
ISSN 1356-7667
Status Published Version; peer reviewed
Licence Deposit Licence - No Redistribution, No Modifications
This publication is with permission of the rights owner freely accessible due to an Alliance licence and a national licence (funded by the DFG, German Research Foundation) respectively.