Self-image congruity, the relationship between one’s self-image and
one’s image of a product or service, is a widely accepted consumer
behaviour theory lately finding currency in tourism literature. For tourism, as
a global industry involving international tourists from varied cultural
backgrounds, it is important to explore how the theory holds across a broad
spectrum of cultures. To test the concept’s cross-cultural
applicability, an exit survey which overlaid the concept of self-image congruity
with Geert Hofstede’s cross-cultural dimension of
individualism/collectivism was administered to vacation travellers from multiple
cultures as they departed Singapore airport. The results affirmed the
applicability of the concept of self-image congruity for tourism research and,
extending this understanding, suggested that the concept enjoyed enhanced
robustness when considered in conjunction with the cultural moderating variable
of individualism/collectivism.
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(1982)
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3, pp.
287-300
2.
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and
Shaw, J.
(1987)
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1, pp.
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.
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.
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,
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.
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,
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,
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and
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(2000)
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