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Self-congruence, functional congruence, and destination choice

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  • Ahn, Taehong
  • Ekinci, Yuksel
  • Li, Gang

Abstract

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.

Suggested Citation

  • Ahn, Taehong & Ekinci, Yuksel & Li, Gang, 2013. "Self-congruence, functional congruence, and destination choice," Journal of Business Research, Elsevier, vol. 66(6), pages 719-723.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:6:p:719-723
    DOI: 10.1016/j.jbusres.2011.09.009
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