Self-congruence, functional congruence, and destination choice

Authors

Taehong Ahn, Graduate School Of Leisure Management, Seoul
Yuksel Ekinci, University Of Wollongong
Gang Li, University of Surrey

RIS ID

77110

Publication Details

Ahn, T., Ekinci, Y. & Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66 (6), 719-723.

Abstract

This study's purpose is to investigate the effects of self-congruence and functional congruence on tourists' destination choice. The present research contributes to the gap in the consumer behavior literature by examining the relationships among self-congruence, functional congruence, and destination choice. Based on a sample of 367 British residents, the three research hypotheses are tested using multinomial logistic regression analysis. The study results suggest that a tourist's destination choice is influenced strongly by functional congruence, but not by self-congruence. The article closes with theoretical and managerial implications as well as future research directions. 2011 Elsevier Inc.