Uncertainty avoidance as a moderating factor to the self-congruity concept: the development of a conceptual framework

Yang, S., Isa, S. M. and Ramayah, T. (2021) Uncertainty avoidance as a moderating factor to the self-congruity concept: the development of a conceptual framework. Sage Open, 11(1), pp. 1-10. (doi: 10.1177/21582440211001860)

Abstract

The aim of this article was to propose a framework based on the theory of self-congruity and on Hofstede’s uncertainty avoidance. The framework was to combine destination personality, self-congruity, uncertainty avoidance, and tourists’ revisit intention. The present conceptual paper proposed an integrated model of self-congruity which incorporates the effect of uncertainty avoidance. More importantly, the uncertainty avoidance was introduced as a moderator between self-congruity and revisit intention. Based on the theoretical framework proposed in this article, the estimated results affirmed the applicability of the theory of self-congruity for tourism research. Moreover, by extending the theoretical model through the incorporation of a variable of uncertainty avoidance in the context of tourism, this article offers a significant contribution to the tourism literature. It is important to understand how the theory of self-congruity applies across a broad cultural spectrum. This article also offers several implications for destination marketing organizations from a practical perspective.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Yang, Shaohua
• Authors: Yang, S., Isa, S. M., and Ramayah, T.
• College/School: College of Social Sciences
• Journal Name: Sage Open
• Publisher: SAGE
• ISSN: 2158-2440
• ISSN (Online): 2158-2440
• Published Online: 19 March 2021
• Copyright Holders: Copyright © 2021 The Authors
• First Published: First published in Sage Open 11(1):1-10
• Publisher Policy: Reproduced under a Creative Commons licence