Abstract
Tourist destination choices depend, among other factors, on the match between the destination’s personality image and consumers’ self-concept, in line with self-image congruence theory. Motives also mediate this relationship, yet tourism research largely neglects the influence of avoidance motives. This study applies the product-based construct of undesired congruity, or consumers’ tendency to avoid undesired stereotypical images, to the context of web-based vacation destination information search intentions among potential first-time visitors. Undesired congruity relates negatively to willingness to search for destination-related information online and serves as an additional predictor, beyond established relevant factors for pre-visit choice contexts. Moreover, it overrides the influence of established, telic, approach motive constructs, which implies its principal role in early destination-related decision making. The findings have practical implications for market research in tourism, as well as for destination branding.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
