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Reframed image congruence: Insights from attractions

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  • Lee, Eunji
  • Koo, Chulmo

Abstract

While prior studies on destination image congruence have mainly focused on the tourist–supplier perspective and assumed linear effects, this study extends the scope by incorporating inter-tourist alignment and examining its asymmetric influence on tourists' emotional evaluations. Tourist reviews and promotional messages from TripAdvisor were analyzed using a pretrained transformer model to compute semantic similarity across diverse tourist attractions. Regression models tested the nonlinear effects of both congruence types. The results show an inverted U-shaped relationship for tourist–supplier congruence and a consistently positive convex relationship for inter-tourist congruence. The effect of inter-tourist congruence is further strengthened by review recency. The study provides practical implications for strategically managing user-generated content and optimizing destination marketing strategies.

Suggested Citation

  • Lee, Eunji & Koo, Chulmo, 2026. "Reframed image congruence: Insights from attractions," Annals of Tourism Research, Elsevier, vol. 116(C).
    • Handle: RePEc:eee:anture:v:116:y:2026:i:c:s0160738325001707
    DOI: 10.1016/j.annals.2025.104064
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