Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1148
Examining the role of destination image, selfcongruity and trip purpose in predicting post-travel intention: The case of Chinese tourists in New Zealand
Abstract
The present study investigated and developed an integrated theoretical relationship with
the inclusion of destination image and the self-congruity to observe the moderating role
of the trips’ purposes based on New Zealand’s tourism destination. The purposive
sampling technique and face-to-face surveys were conducted in New Zealand.
Subsequently, 317 outbound Chinese visitors were sampled. The analysis was performed
via Partial Least Squares-structural Equation Modelling (PLS-SEM). The results of this
study indicated that there is a direct and indirect relationship between destination image,
self-congruity and post-travel intention. Moreover, trip purpose has no moderator effect
of self-congruity on post travel intention. From a practical perspective, the results
provided managerial insights into DMOs in New Zealand, which can be utilised to promote
post-travel intention among the Chinese tourism market. From a theoretical point of view,
this study contributed to body of knowledge on examining model among destination
image, self-congruity, trip purpose and post- travel intention in New Zealand tourism
destination
Keywords
Chinese tourists, New Zealand, post-travel intention, destination image, trip purpose, destination marketing organisations (DMOs)