Refereed academic paper for presentation
The attachment theory and self-congruity theory have been widely used to explain and predict consumer behaviour. Similarly, the two theories have been also used in tourism studies with the aim to explain tourist destination choice. Placing a focus on destination visitors, the literature does not inform on the self-congruity effect among local residents, who also play a very important role in shaping destination image through their voluntary behaviors. The purpose of this paper is twofold. Firstly, the study aims at extending self-image congruence research into the resident literature within the field of tourism, by examining the links between place attachment and self-congruity. The second objective is to propose and demonstrate that (actual, ideal, social, and ideal social self-congruity: a match between resident actual/ideal self-image and place image) is further positively related to residents’ word-of-mouth (WOM) intention.