How self-congruity with adventure activity images affects behavioural intentions towards adventure tourism destinations

Purpose This study aims to examine the effect of self-congruity with adventure activity images on tourists’ behavioural intentions towards adventure tourism destinations. Design/methodology/approach A survey of 398 tourists was conducted, exposing them to two conditions: soft condition with images of destinations featuring soft adventure activities; and hard condition with images of destinations featuring hard adventure activities. Respondents were asked to evaluate their self-congruence, attitude and intention to visit destinations with images like those shown in each condition. A two-condition within-participant approach was taken, and data was analysed using partial least squares structural equation modelling. Findings Results revealed that tourists identifying with the soft condition show positive intentions towards destinations positioned for soft adventures but are not negative towards destinations positioned for hard adventures, while tourists identifying with the hard condition show positive intentions towards destinations positioned for hard adventures and negative intentions towards destinations positioned for soft adventures. Originality/value By considering adventure tourists’ behavioural intentions towards destinations based on intrinsic self-congruence with soft versus hard adventure activities, this study provides new knowledge and a better understanding of underlying psychological factors in adventure tourists’ behavioural intentions. The findings also help to inform the actions of destinations seeking to position themselves in the market for adventure tourism.