Self-congruity and functional congruity drive positive word-of-mouth in food tourism through moderating effects of emotional experiences

被引：0

作者：

Liu, Danping ^{[1
,2
]}

Wu, Miaoxuan ^{[3
]}

Zhu, Tingting ^{[4
]}

Fang, Hedan ^{[2
]}

Hu, Di ^{[4
]}

机构：

[1] Xihua Univ, Sch Management, Chengdu 610039, Peoples R China

[2] Xihua Univ, Res Inst Int Econ & Management, Chengdu 610039, Peoples R China

[3] Yunnan Univ Finance & Econ, Sch Logist & Management Engn, Kunming 650300, Yunnan, Peoples R China

[4] Anhui Univ Technol, Sch Business, Maanshan 243032, Peoples R China

来源：

SCIENTIFIC REPORTS | 2025年 / 15卷 / 01期

关键词：

Self-congruity; Functional congruity; Tourists' emotional experiences; Destination personality; Positive word of mouth; PLACE ATTACHMENT; BRAND PERSONALITY; DESTINATION PERSONALITY; IMAGE CONGRUENCE; SATISFACTION; ANTECEDENTS; SERVICE; CONSUMPTION; RESIDENTS; INTENTION;

D O I：

10.1038/s41598-025-94046-6

中图分类号：

O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];

学科分类号：

07 ; 0710 ; 09 ;

摘要：

This research aims to develop an expanded model integrating destination personality, tourists' emotional experiences, and positive word of mouth within the frameworks of self-congruity and functional congruity. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), we analyzed data from 357 tourists who visited the UNESCO-designated City of Food in China. Our findings indicate that destination personality, self-congruity, functional congruity, and tourists' emotional experiences positively influence positive word of mouth. Notably, tourists' emotional experiences were found to moderate the relationship between self-congruity and positive word of mouth. This research enhances the existing literature by addressing a significant gap and introducing a comprehensive conceptual model that is empirically validated. The study provides actionable insights for optimizing food tourism marketing strategies, offering theoretical and practical implications for practitioners and managers, thus making a significant contribution to the discourse on food tourism.

引用

页数：16

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