Consumer satisfaction and dissatisfaction in tourism as related to destination image perception

The primary objective of this study was to investigate the relationship between travel destination image and the tourist satisfaction/dissatisfaction. Using the evaluative congruity theory framework, this study focused on the role of the destination images in tourism with regard to consumer satisfaction/dissatisfaction (CS/D) from the stand-point of: (1) the functional congruency between the tourist's expectations and his/her perceptions of specific utilitarian (functional) attributes of a destination; (2) the value-expressive (symbolic) congruency between the tourist's self concept and the destination's personality image; and (3) the degree of emotional involvement the traveler associates with travel purchases and its influence on his/her satisfaction/dissatisfaction.; The key findings of this study indicate that CS/D is related to both functional and symbolic congruity. With regard to the relative strength of the functional congruity and the symbolic congruity in explaining CS/D in tourism, the functional congruity was found to explain CS/D better than the symbolic congruity. It was also found that the tourist's emotional involvement in the travel purchase process affects his/her satisfaction/dissatisfaction with the destination.; This study contributes to the existing literature in tourism marketing by introducing the evaluative congruity approach to CS/D. Further, this study introduced the concept of self-image and destination image congruity in the tourist's satisfaction/dissatisfaction process. This study also contributes to the existing knowledge in consumer behavior by providing empirical findings with regard to the relative strength of the functional and symbolic congruity models in explaining the CS/D phenomenon. From the industry point of view, the findings of this study will aid the planning of strategic marketing programs for tourist destination in terms of designing tourist-directed promotional programs and tourism product developments.