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Abstract
This study's purpose is to investigate the effects of self-congruence and functional congruence on tourists' destination choice. The present research contributes to the gap in the consumer behavior literature by examining the relationships among self-congruence, functional congruence, and destination choice. Based on a sample of 367 British residents, the three research hypotheses are tested using multinomial logistic regression analysis. The study results suggest that a tourist's destination choice is influenced strongly by functional congruence, but not by self-congruence. The article closes with theoretical and managerial implications as well as future research directions.
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