The impact of self-congruity and evaluation of the place on WOM : perspectives of tourism destination residents
Šegota, Tina ; Chen, Ning (Chris) ; Golja, Tea
Residents' voluntary word-of-mouth (WOM), especially positive WOM, is scarcely investigated. Since different human-place relationship factors influence residents' WOM, further understanding of how ...residents evaluate the place affects their voluntary behaviors is essential. Using PLS-based structural equation modeling, this study investigates the linkages between residents' self-congruity, place satisfaction, engagement, expectations, and WOM. Results based on 313 residents of Ljubljana (Slovenia) and Pula (Croatia) suggest that (1) place satisfaction and place expectations only directly affect one-to-one positive WOM; (2) actual and ideal self-congruities affect place satisfaction, engagement, and expectations; (3) place engagement has a substantial direct impact on both one-to-many and many-to-many WOM; and that (4) actual and ideal social self-congruities have a direct influence on many-to-many WOM. In general, this study adds to the literature by detailing how different WOMs are motivated by various factors via different psychological mechanisms.
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