Predicting Wine Tourism Intention: Destination Image and Self-congruity

Using the context of wine tourism, this study tests an integrated structural model of destination factors and self-congruity to predict behavioral intentions. A survey of 696 respondents throughout Australia showed that functional destination image, affective destination image, and self-congruity predict attitude toward wine tourism, which in turn predicts behavioral intentions. The moderating influence of wine involvement was also tested through multigroup and latent mean analysis. Consumers who were highly involved with wine appeared to be more influenced by affective destination image and self-congruity than those who indicated low wine involvement.