Examining the role of destination images, self-congruity and trip purpose in predicting post-travel intention: the case of Chinese tourists in New Zealand

Yang, S., Isa, S. M., Wu, H., Ramayah, T. and Jermsittiparser, K. (2020) Examining the role of destination images, self-congruity and trip purpose in predicting post-travel intention: the case of Chinese tourists in New Zealand. Revista Argentina de Clinica Psicologica, 29(5), pp. 1504-1517.

Abstract

The present study investigated and developed an integrated theoretical relationship with the inclusion of destination image and the self-congruity to observe the moderating role of the trips’ purposes based on New Zealand’s tourism destination. The purposive sampling technique and face-to-face surveys were conducted in New Zealand. Subsequently, 317 outbound Chinese visitors were sampled. The analysis was performed via Partial Least Squares-structural Equation Modelling (PLS-SEM). The results of this study indicated that there is a direct and indirect relationship between destination image, self-congruity and post-travel intention. Moreover, trip purpose has no moderator effect of self-congruity on post travel intention. From a practical perspective, the results provided managerial insights into DMOs in New Zealand, which can be utilised to promote post-travel intention among the Chinese tourism market. From a theoretical point of view, this study contributed to body of knowledge on examining model among destination image, self-congruity, trip purpose and post- travel intention in New Zealand tourism destination.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Yang, Shaohua
• Authors: Yang, S., Isa, S. M., Wu, H., Ramayah, T., and Jermsittiparser, K.
• College/School: College of Social Sciences > Adam Smith Business School
• Journal Name: Revista Argentina de Clinica Psicologica
• Publisher: Fundacion Aigle
• ISSN: 0327-6716
• ISSN (Online): 1851-7951