Keep it real: Assessing destination image congruence and its impact on tourist experience evaluations |
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| Affiliation: | 1. College of Business Administration, Capital University of Economics and Business, Beijing, 100070, China;2. School of Management, Shandong University, 27 Shan Da Nan Rd, Licheng District, Jinan, Shandong, 250100, China;3. School of Management and Economics, Beijing Institute of Technology, Beijing, 100081, China;1. School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou, 310018, China;2. School of Management and Marketing, Curtin Business School, Curtin University, WA, 6102, Australia;3. School of Management, Xiamen University, Xiamen, 361005, China;4. Shanghai Development Institute, Shanghai University of Finance and Economics, Shanghai, 200433, China;1. College of Tourism and Service Management, Nankai University, Tianjin, 300074, PR China;2. School of Business Administration, Zhongnan University of Economics and Law, 182# Nanhu Avenue, East Lake High-tech Development Zone, Wuhan, 430073, PR China;3. Business School, Hubei University, Wuhan, 430062, PR China;1. Research Centre for the Competitiveness of the Visitor Economy, School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH, United Kingdom;2. Hotel and Tourism Research Centre, School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China;1. Politecnico di Torino, Department of Management and Production Engineering, And FULL (The Future Urban Legacy Lab), Corso Duca Degli Abruzzi, 24, I-10129, Turin, Italy;2. Modul University Vienna, School of Tourism and Service Management, Am Kahlenberg 1, A-1190, Vienna, Austria |
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| Abstract: | Inaccurate promotional information about tourist destinations may result in tourists' negative evaluations. This study proposes a new approach to measure the congruence between projected and received images of a destination's attractions. Based on online textual data, this study investigates how image congruence influences tourists' evaluations of their destination experiences. Using promotional messages and reviews of attractions in Hainan, China obtained from a leading Chinese online travel agency (Ctrip) and a three-way fixed-effects regression model, this study demonstrates that image congruence positively affects tourists' appraisal of their destination experiences. External crises (e.g., the COVID-19 pandemic), the readability of promotional messages, and tourists' expertise moderate this relationship, reducing the positive impact of image congruence on tourist experience evaluation. This study bridges theoretical and empirical gaps in destination image (in)congruence research, informing tourism marketing agencies of effective promotional strategies in different contexts. |
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| Keywords: | Tourist experience Destination image congruence Text-similarity index Online review Projected image Received image |
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