Testing self-congruity theory in Bektashi faith destinations: The roles of memorable tourism experience and destination attachment

Journal of Vacation Marketing - Tập 28 Số 1 - Trang 3-19 - 2022
İbrahim Çifçi1
1Department of Tourism Management, Faculty of Economics, Istanbul University, Istanbul, Turkey

Tóm tắt

The study extends the current literature by examining self-congruity and its relationship with possible psychological determinants of travelers’ satisfaction and revisit intention. A quantitative study approach was administered on data collected from travelers to the Bektashi faith destinations in Turkey. Through 357 valid questionnaires, the study confirms that both actual and ideal self-congruity do not directly affect overall satisfaction and revisit intention. Memorable tourism experience fully mediates the relationship of actual and ideal self-congruity with overall satisfaction and revisit intention. However, only actual self-congruity directly affects destination attachment. Memorable tourism experience partially and fully mediates the relationships of actual and ideal self-congruity with destination attachment, respectively. Lastly, destination attachment moderates the relationships of actual self-congruity with overall satisfaction and revisit intention. This study also offers several practical implications for responsible authorities in faith destinations.

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