Developing an extended model of self-congruity to predict Chinese tourists' revisit intentions to New Zealand: the moderating role of gender

Abstract

PurposeThis study developed an extended model of self-congruity by integrating destination image, destination personality, self-congruity, revisit intention and gender.Design/methodology/approachSurveys were conducted with 645 Chinese tourists visiting New Zealand. Partial least squares structural equation modelling (PLS-SEM) was performed to estimate linkages between destination image, destination personality, self-congruity and revisit intention. To compare effects on revisit intention across male and female Chinese tourists, PLS-Henseler's multigroup analysis and PLS-permutation test were conducted to analyse gender as a moderator in the proposed framework.FindingsOur results revealed positive direct effects among destination image, destination personality, self-congruity and revisit intention. Our findings indicated a highly significant difference in the effects of destination personality on ideal self-congruity across male and female Chinese tourists. The association between destination image and self-congruity identified through this model represents a crucial contribution to the tourism literature. This study also enriches tourism research by comparing male and female Chinese tourists' intentions to revisit New Zealand, having identified crucial heterogeneity within female tourists.Practical implicationsThe practical implications from our research can improve destination marketing organization (DMO) officials' awareness of one-time and repeat Chinese tourists' experiences, which strongly trigger subsequent visits.Originality/valueThis paper is the first to examine the direct correlations among destination image, destination personality, self-congruity and revisit intention by considering whether gender might moderate these factors. Our study innovatively adopted PLS-SEM along with several advanced analytical approaches, such as multigroup analysis (MGA) of women and men, to examine our research model.

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The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform users

“…The relationship between tourism destination image and tourists' intention has become a hot topic in recent years (e.g., Yang et al, 2021Yang et al, , 2022a. Some scholars point out that image perception has become one of the most necessary factors in tourists' decisions (Huete-Alcocer et al, 2019).…”

Cognitive image, affective image, cultural dimensions, and conative image: A new conceptual framework

“…This conceptual paper sheds light on tourism research by developing a theoretical framework for tourists' behavioral intention to revisit a destination. Although empirical data from previous studies have confirmed the image model by exploring the relationship between cognitive image, affective image, and behavior intention in various tourism contexts (Agapito et al, 2013 ; Stylos et al, 2016 ; Woosnam et al, 2020 ; Yang et al, 2021c ), the proposed cultural related factors are almost neglected in their conceptualizations. The market internationalization and travel barriers have made it essential to define the construct of culture with different meanings for different landscapes.…”

“…Destination image has also gained increasing attention from scholars in the tourism field as it is essential in tourists Kester decision-making processes (i.e., Beerli and Martín, 2004a ; Tseng et al, 2015 ; Chen et al, 2016 ; Yang et al, 2021a , 2022 ). To be specific, destination image has been investigated in several studies as a factor in tourists' behavioral intentions to visit and revisit a destination (Assaker et al, 2011 ; Cheng and Lu, 2013 ; Chew and Jahari, 2014 ; e.g., Alvarez and Campo, 2014 ; Whang et al, 2016 ; Stylos and Bellou, 2019 ; Yang et al, 2021a , c , 2022 ).…”