Journal
JOURNAL OF HOSPITALITY & TOURISM RESEARCH
Volume 32, Issue 4, Pages 467-490Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/1096348008321666
Keywords
social/ideal social image congruence; positive/negative consumption emotions; customer loyalty; lodging industry
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The authors investigated the relationship between image congruence and consumption emotions and the possible influence of this relationship on customer loyalty in the lodging industry. Overall fit of the proposed model and research hypotheses were tested using structural equation modeling. The results showed that their model, which links image congruence, consumption emotions, and customer loyalty, was generally supported, whereas the linkage between social image congruence and consumption emotions was not significant. Findings in this study integrate recent work of image congruence into the growing body of research on the role of consumption emotions in forming customer loyalty in the lodging industry.
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