Self-congruity and functional congruity drive positive word-of-mouth in food tourism through moderating effects of emotional experiences.

ABSTRACT: This research aims to develop an expanded model integrating destination personality, tourists' emotional experiences, and positive word of mouth within the frameworks of self-congruity and functional congruity. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), we analyzed data from 357 tourists who visited the UNESCO-designated City of Food in China. Our findings indicate that destination personality, self-congruity, functional congruity, and tourists' emotional experiences positively influence positive word of mouth. Notably, tourists' emotional experiences were found to moderate the relationship between self-congruity and positive word of mouth. This research enhances the existing literature by addressing a significant gap and introducing a comprehensive conceptual mode

SUBMITTER: Liu D 

PROVIDER: S-EPMC11950296 | biostudies-literature | 2025 Mar

REPOSITORIES: biostudies-literature