Impact of Destination Image and Self-Congruity on Revisit Intention of Indian Tourists

Abstract: This paper explores the relationship between destination image, self-congruity, and Indian tourists' revisit intentions. The study uses a 5-point Likert scale to collect data on cognitive and affective destination image, self-congruity, and revisit intention from 102 Indian travelers using a questionnaire. The findings show that cognitive destination image and self-congruity influence tourists' inclinations to return, indicating that alignment between perceived destination features and tourists' self-concept matters a lot. Findings show no significant relationship between cognitive destination image and self-congruity, indicating the need for additional research. Notably, affective components of destination image have no detectable impact on revisit intentions, necessitating a rethinking of marketing methods. The positive relationship between self-congruity and destination image emphasizes the relevance of marketing activities. This study provides practical insights for destination managers looking to improve cognitive place image and self-congruity to encourage repeat visits from Indian tourists. The paper continues by emphasizing the complexities of the linkages and suggests future research options to further our understanding of these dynamics in the changing environment of Indian tourism. Keywords: Destination Image, Self-Congruity, Revisit Intention, Tourists JEL Classification Number: L83, Z32