Actual Self-Image, Ideal Self-Image and the Relation between Satisfaction and Destination Loyalty

Abstract

Research ProblemThe model identifies factors that are likely to affect the development of the destination visitor image, such as destination location, and other destination environment cues. In addition, factors that are likely to moderate and mediate the relationship between self-congruity and travel behavior are identified and explained.Consumer research has shown that a consumer's attitude toward a product (and product purchase) is influenced by the matching of the product user image with the consumer's self-concept [1]. Indeed, consumer research has had a long tradition of addressing how selfconcept is used as a cognitive referent in evaluating symbolic cues. Product symbolic cues refer to stereotypic images of users of a product or store (example sexy, classy, fashionable, young). The same can be said in relation to a tourist's attitude toward a destination (and travel behavior). That is, tourists perceive destinations differently in terms of the destination's typical clientele or visitors. This stereotypic image of the kind of people who typically visit a given destination is referred to here as destination visitor image.The greater the match between the destination visitor image and the tourist's self-concept, the more likely it seems that the tourist has a favorable attitude toward that destination (and the more likely it seems that the tourist would visit that destination). This matching process is referred to as self-congruity. Objectives of the study: 2. To determine the relationship between self-congruity on satisfaction that will lead to destination loyalty, which subsequently has direct implication on tourism development. Scope of the StudyThe focus of this research was to determine and investigate the effects of self-congruity, the match between the visitors' destination image and tourists' self-concept (actual, ideal) on satisfaction and destination loyalty of tourist. Penang was chosen as the case study to examine these issues; used earlier on Penang is a portent tourist destination and new knowledge would contribute to sustainable tourism in the state. The respondents were randomly selected and self-administered questionnaires were distributed to them at Penang airport. Significance of the StudyThis study aim was to examine the effect of self-congruity on satisfaction and destination loyalty of tourist particularly with impact to Penang.Self-congruence is a significant area of research in consumer behavior/marketing, because it provides the marketing manager with strategic insights concerning positioning and advertising research and may also serve as a basis for market segmentation. It is important to note that because self-congruity involves a process of matching a AbstractPast research efforts in the tourism industry focused on what tourists buy, when they buy, where they buy, and how they buy, but not so much on why they buy. This question of "why" brings us to a micro-level analysis tourism development. In this context among other things, the literature explains the self concept literature ...

Testing self-congruity theory in Bektashi faith destinations: The roles of memorable tourism experience and destination attachment

“…Except for studies (e.g., Killic and Sop, 2012; Sirgy and Su, 2000; Usakli and Baloglu, 2011; Zhang et al, 2014), which proposed the direct relationships between self-congruity and travelers’ post-consumption evaluations, this finding supports both Cifci et al (2016) and Japutra et al (2019), which also revealed indirect relationships between self-congruity and travelers’ post-consumption evaluations. Moreover, it has strengthened the limited evidence of previous studies (e.g., Abdallat, 2012; Chon, 1992; Kim and Thapa, 2017) on the positive relationship between self-congruity and satisfaction.…”

“…Although numerous studies in tourism and hospitality marketing widely are identified the relationship between satisfaction and self-congruity (Sop, 2020). Only a few studies (e.g., Abdallat, 2012; Chon, 1992; Kim and Thapa, 2017) have examined this relationship in the destination-marketing context, which might not serve the literature in the strict sense. Therefore, this study postulates that travelers who sense a high degree of congruence between their personalities and their perceived characteristics of the faith destinations will be satisfied for visiting these destinations.…”

Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

“…This study introduces three variables, namely self-congruity, customer experience, and customer loyalty. Self-congruity consists of actual, ideal, social and ideal-social indicators (Abdallat, 2012;Haj-salem, Charles, Michon, & Oliveira, 2016;Koo, Cho, & Kim, 2014;Sirgy & Su, 2000). Customer experience in this study was measured using four indicators: feeling, relating, sensing, and thinking (Klaus & Maklan, 2013;Srivastava & Kaul, 2016).…”

Does gender influence the relationship between Self-Image and house purchase intention?

“…Self-concept and product-image congruity were introduced by Gardner and Levy (1959) (Abdallat, 2012). It mainly focuses on the image projected by different products.…”