Examining The Structural Relationships Of Destination Self-congruity, Functional Congruity And Satisfaction

Self-congruence helps explain different facets of consumer behavior. Self-congruence and functional congruity are collectively called image congruence, which together describes the effect of functional benefits and symbolic value of the destination on tourist behavior. Previous research has explored the relationship of destination Self-congruence, functional congruity and post-visit satisfaction, respectively. However, little attention has been paid on integrating the relationship among these three constructs in destination context.This paper tests a model that includes self-congruity, functional congruity and satisfaction based on image congruence theory. Structural equation modeling (SEM) was conducted to test hypotheses using a sample of243travelers who visited Shaoshan Scenic Spot. Results indicate that self-congruity positively affects functional congruity but indirectly influences satisfaction, and functional congruity was found to mediate the relationship between self-congruity and satisfaction. Furthermore, the positive effect of self-congruity on satisfaction has not been proved; however, this path would become significant when functional congruity had been taken out of model. It suggested that effect of functional congruity on satisfaction were significantly stronger than self-congruity. The article closes with managerial implications as well as future research directions.