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Self-congruence, functional congruence, and destination choice

Ahn, 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

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To link to this item DOI: 10.1016/j.jbusres.2011.09.009


This 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.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:47569

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