Self-congruence, functional congruence, and destination choiceAhn, T., Ekinci, Y. and Li, G. (2013) Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66 (6). pp. 719-723. ISSN 0148-2963 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1016/j.jbusres.2011.09.009 Abstract/SummaryThis study's purpose is to investigate the effects of self-congruence and functional congruence on tourists' destination choice. The present research contributes to the gap in the consumer behavior literature by examining the relationships among self-congruence, functional congruence, and destination choice. Based on a sample of 367 British residents, the three research hypotheses are tested using multinomial logistic regression analysis. The study results suggest that a tourist's destination choice is influenced strongly by functional congruence, but not by self-congruence. The article closes with theoretical and managerial implications as well as future research directions.
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