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Uncertainty Avoidance as a Moderating Factor to the Self-Congruity Concept: The Development of a Conceptual Framework
| Content Provider | SAGE Publishing |
|---|---|
| Author | Yang, Shaohua Isa, Salmi Mohd Ramayah, T. |
| Copyright Year | 2021 |
| 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. |
| Related Links | https://journals.sagepub.com/doi/pdf/10.1177/21582440211001860?download=true |
| ISSN | 21582440 |
| Issue Number | 1 |
| Volume Number | 11 |
| Journal | SAGE Open (SGO) |
| e-ISSN | 21582440 |
| DOI | 10.1177/21582440211001860 |
| Language | English |
| Publisher | Sage Publications CA |
| Publisher Date | 2021-03-19 |
| Publisher Place | Los Angeles |
| Access Restriction | Open |
| Rights Holder | © The Author(s) 2021 |
| Subject Keyword | Hofstede’s cultural dimensions theory cultural distance self-congruity uncertainty avoidance destination personality revisit intention |
| Content Type | Text |
| Resource Type | Article |
| Subject | Arts and Humanities Social Sciences |
