Effects of self-congruity and destination image on destination loyalty: the role of cultural differences

Abstract

Destination branding is a key factor in the creation of a differentiated identity to increase a tourist’s interest in travelling to a specific area. This study investigated the effects of self-congruity and destination image on destination loyalty. The sample comprised of both Western and Asian destination tourists to South Korea. To analyse the data, descriptive statistics, confirmatory factor analysis, and structural equation modelling (SEM) methods were utilized. The findings confirmed the influential role of self-congruity and destination image on destination loyalty in both samples. A multi-group SEM analysis revealed the differential effect of self-congruity and destination image on destination loyalty, which was dependent on the tourists’ countries of origin.