This study proposes a theoretical model that integrates two streams of research, congruity and destination image, in one conceptual framework to explain travel intentions. Applying this model in the context of cruise tourism, the study investigated the influences of self-congruity and functional congruity on cruising intentions. Preliminary interviews were conducted with both cruisers and noncruisers to generate measurement items for the constructs of interest. A panel study was then used to examine the hypotheses, which were supported by the data. Both theoretical and managerial implications are discussed.
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