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

Authors

P. Boksberger, University of Applied Sciences - Switzerland
Sara Dolnicar, University of WollongongFollow
Christian Laesser, University of WollongongFollow
Melanie J. Randle, University of WollongongFollow

RIS ID

37539

Publication Details

Boksberger, P., Dolnicar, S., Laesser, C. & Randle, M. (2011). Self-congruity theory: to what extent does it hold in tourism?. Journal of Travel Research, 50 (4), 454-456.

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.