Self-image congruence in consumer behavior

Self-image congruence helps explain and predict different facets of consumer behavior. To date, application of self-congruence theories to tourist post-travel evaluations is limited. This study tests a model that includes self-image congruence, cruise ship passengersʹ experiences, satisfaction, and behavioral intention. Path modeling tests the hypotheses using a sample of 169 cruise ship travelers. Results indicate that self-image congruence (actual and ideal) affects passengersʹ experiences but indirectly influences satisfaction levels. Satisfaction positively relates to respondentsʹ propensity to recommend. Overall, this research advances the understanding of cruise ship passengersʹ experiences and behaviors offering important managerial implications.