Title: | Linking self-congruity, perceived quality and satisfaction to brand loyalty in a tourism destination: the moderating role of visit frequency |
Author(s): | Tran P.K.T. |
Keywords: | A multiple-step multiple mediator model; Destination brand loyalty; Multi-group analysis; Perceived destination quality; Self-congruity; Tourist satisfaction |
Abstract: | Purpose: This study aims to examine the direct and indirect relationship between self-congruity and destination brand loyalty (DBL) based on the conceptual linkages of cognition, affect and conation. A multiple-step, multiple mediator model is investigated to explain the indirect effect of self-congruity on DBL through perceived destination quality (PDQ) and tourist satisfaction (TS). The moderating impact of visit frequency in these relationships is also proposed and empirically evaluated. Design/methodology/approach: The conceptual model and research hypotheses were assessed by applying covariance-based structural equation modeling (SEM), mediating and multi-group analysis. An online survey was used to collect data from 347 domestic tourists visiting a destination in Vietnam. Findings: The results support the link from self-congruity to PDQ, TS and then to DBL. Visit frequency was found to moderate the links between the research concepts. Research limitations/implications: Future research would benefit from considering other self-congruity components (e.g. social self-congruity and ideal social self-congruity) and moderating variables (e.g. cultural distance). This would provide insights into the relationships between self-congruity and tourist behaviors and could be based on comparisons in different destinations to achieve more wide-ranging results. Originality/value: The effect of self-congruity on DBL that evolves from linking self-congruity to PDQ and TS to increase DBL was examined within a tourism destination context. This study is valuable to destination managers as it provides suggestions to improve DBL. |
Issue Date: | 2022 |
Publisher: | Emerald Group Holdings Ltd. |
URI: | http://digital.lib.ueh.edu.vn/handle/UEH/62048 |
DOI: | https://doi.org/10.1108/TR-04-2020-0143 |
ISSN: | 1660-5373 |
Appears in Collections: | INTERNATIONAL PUBLICATIONS
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