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Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model

Virginia Polytechnic Institute and State University in Blacksburg

Chenting Su

University of Victoria in British Columbia

An integrative model of destination image, self-congruity, and travel behavior is described in this article. In particular, the model postulates relationships between destination environment, destination visitor image, tourists’ self-concept, self-congruity, functional congruity, and travel behavior. Travel behavior is hypothesized to be influenced significantly by both self-congruity and functional congruity. Self-congruity is the match between the destination visitor image and tourists’ self-concept (actual, ideal, social, and ideal social self-image). Functional congruity is the match between the utilitarian attributes of the destination and the tourist’s ideal expectations related to those attributes. Self-congruity is hypothesized to influence functional congruity. It is argued that the destination environment influences the formation and change of the destination visitor image and the tourist-perceived utilitarian destination attributes.

Journal of Travel Research, Vol. 38, No. 4, 340-352 (2000)
DOI: 10.1177/004728750003800402


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