THE ROLE OF SELF-CONGRUITY AND FUNCTIONAL CONGRUITY IN INFLUENCING TOURISTS' POST VISIT BEHAVIOUR

The main objective of this study is to investigate the relationships among self-congruity, functional congruity, satisfaction, attachment, and loyalty in tourism context. The sample of 253 international tourists was collected in Shimla, a famous holiday destination of India. Using structural equation modelling technique (SEM), the study findings reveal that self-congruity positively influences destination satisfaction which in turn affects destination loyalty directly and also indirectly through destination attachment. On the contrary, functional congruity failed to show any relationship to destination satisfaction. In addition, self-congruity emerged as a significant predictor of functional congruity. The study findings offer important implications for both tourism practitioners and academicians.