Testing self-congruity theory in Bektashi faith destinations: The roles of memorable tourism experience and destination attachment

Abstract

The study extends the current literature by examining self-congruity and its relationship with possible psychological determinants of travelers’ satisfaction and revisit intention. A quantitative study approach was administered on data collected from travelers to the Bektashi faith destinations in Turkey. Through 357 valid questionnaires, the study confirms that both actual and ideal self-congruity do not directly affect overall satisfaction and revisit intention. Memorable tourism experience fully mediates the relationship of actual and ideal self-congruity with overall satisfaction and revisit intention. However, only actual self-congruity directly affects destination attachment. Memorable tourism experience partially and fully mediates the relationships of actual and ideal self-congruity with destination attachment, respectively. Lastly, destination attachment moderates the relationships of actual self-congruity with overall satisfaction and revisit intention. This study also offers several practical implications for responsible authorities in faith destinations.