Me,My Tourist-Self,and I: The Symbolic Consumption of Travel

This paper argues that before the tourism industry can truly individualize products, experiences, and niche markets successfully, we need to better understand exactly what benefits a tourist is seeking to obtain through the symbolic consumption of tourist products. This study has made the first attempt to empirically test a model combining self-concept, self-congruity, motivation, and symbolic consumption behavior within a tourism setting. Based on a sample of 410 young “overseas experience” (OE) travelers, the results reaffirm that the self is multidimensional, whilst also suggesting that when buying a product, or consuming an experience abroad, the tourist looks beyond functional utility to social meaning. This study further suggests that when making consumption decisions, a tourist forms perceptions based on the likelihood that the product or experience will be congruent with their self.     

E-tailer personality and behavioral intentions: the application of self-congruity theory

The present study is an effort to develop an e-tailer personality scale. Subsequently, we check the impacts of e-tailer personality on self-congruity and behavioral intentions such as intention to re-shop and intention to recommend. We have followed a traditional scale development method – item generation, purification, and dimension assessment. A structure questionnaire has been used to collect primary data online. A structure equation model was used to analyze the data. This study has developed a e-tailer personality scale of five dimensions: sophistication, competence, excitement, sincerity, and convenience. The results of a structural equation model largely support the propositions that e-tailer personality is positively related to self-congruity. The results also show that e-tailer personality, behavioral intentions and self-congruity are positively related. A comparison of the developed scale with the existing brand personality scales, results in a unique dimension of e-tailer personality scale. Arguably, this study may be seen as a first study in an emerging economy and online retailing domain. The results have both academic and managerial implications.     

The role of brand personality,self-congruity,and sensory experience in elucidating sky lounge users’ behavior

This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience.     

Promoting quality-of-life and well-being research in hospitality and tourism

There is an increasing interest in quality-of-life/well-being research in hospitality and tourism. The goal of this paper is to further promote the development and use of quality-of-life/well-being concepts in the discipline by reviewing seven major theories of quality of life and well-being (and their application in hospitality and tourism based on the research that I and my colleagues have conducted over the years) and suggesting future avenues of research. The theories discussed are self-congruity theory, self-expressiveness theory, bottom-up spillover theory, leisure benefits theory, goal theory, need hierarchy theory, and broaden-and-build theory.     

Brand-as-Person versus Brand-as-User: An Anthropomorphic Issue in Tourism-related Self-Congruity Studies

Tourism self-congruity studies use two facets to personify destinations, namely, brand-as-person and brand-as-user. These features have been considered synonymous in previous research, and thus the differences between these facets, which may demonstrate biased congruity, must be investigated. This study uses projective techniques to personify brand-as-person and brand-as-user for two tourist destinations. Both facets are distinct and must not be used interchangeably in tourism-related self-congruity studies.     

Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

In today's internet ecosystem, social media influencers serve a central purpose in the creation of a compelling online presence that engages their followers. This study examines the impact of social attractiveness, physical attractiveness, attitude homophily, actual self-congruity, and parasocial interactivity on influencer defense and purchase intention in the context of beauty influencers. A total of 689 respondents were recruited using Sina Weibo, one of the largest social media platforms in China. The results demonstrate that physical attractiveness, attitude homophily, actual self-congruity, and parasocial interactivity are crucial in affecting influencer defense. However, only attitude homophily, actual self-congruity, and parasocial interactivity emerged as significant predictors of purchase intention. The findings afford insights that can further understanding of the influencer-follower relationship in the social media environment.     

The influence of self-congruity,perceived value,and satisfaction on destination loyalty: a case study of the Korean DMZ

Destination management organizations have increasingly recognized that destination loyalty provides a strategic competitive edge in tourism. In order to better understand the importance of heritage destinations, this study examined the roles of self-congruity, value perception, and travel satisfaction in the development of loyalty in the Korean demilitarized zone (DMZ) destination context. Data were collected among domestic tourists that had visited the DMZ with tour guides. Results identified that destination loyalty was positively affected by self-congruity and travel satisfaction; travel satisfaction was positively influenced by self-congruity and perceived value; and perceived value was positively influenced by self-congruity. Overall, these findings indicate that the interaction of self-congruity, perceived value, and travel satisfaction to the DMZ is essential in influencing visitors’ destination loyalty.     

Traveling to your match? Assessing the predictive potential of Plog’s travel personality in destination marketing

This study revisits .Plog’s travel personality model in a true experimental setting and tests the model’s predictive power. The specific aim is to examine whether attitudinal and behavioral responses toward a destination vary as a function of the congruity between the tourist’s travel personality and the characteristics of the destination as perceived from an advertising message. The concept of self-congruity serves as a foundation for the theoretical framework. Results indicate message-personality congruity had a significant influence on visit intention via attitudes as mediators. This study provides theoretical implications for the predictive potential of Plog’s model as well as strategic marketing implications for destinations.     

The other customer: The impact of self-image in restaurant patronage

The purpose of this research is to extend the understanding of self-congruity theory to the domain of restaurant patronage. In combination with sociometer theory, we propose a set of relationships among self-image, place commitment, and post-consumption behavior including loyalty and word-of-mouth. The hypotheses are tested on a sample of restaurant consumers in the United States. Analysis of the data demonstrates that while the consumer’s ideal self-image is a significant driver of place commitment and post-consumption behavior, his/her actual self-image is not a significant predictor of these constructs. These findings are considered, and implications for theory and practice are discussed.     

The influence of political skill on the acceptance of foreign nationals at the home country organization: an examination of cultural stigmatization

The purpose of this article is to examine the impact of the four dimensions of political skill (i.e. social astuteness, interpersonal influence, networking ability and apparent sincerity) on the relationship between the cultural stigmatization of a foreign national and their level of acceptance by headquarter personnel as measured by the frequency of interaction. Grounded in self-congruity theory, we examine the dynamics involved in overcoming various stigmatizing marks of foreign nationals as they interact in a home country organization environment. Implications for practitioners are consequently discussed.