Self-Congruity, Social Value, and the Use of Virtual Social Networks by Generation Y Travelers

This study presents a literature review and an empirical research to analyze the connection between self-congruity, perceived social value, and use of social media by Generation Y tourists. To contrast the hypotheses of the study, a quantitative research was carried out among young Spanish travelers. As a result, 444 valid surveys were collected during February of 2016. Structural equation modeling (SEM) was used to estimate the connection between the constructs. The results show that self-congruity leads to perceived social value and the use of virtual social networks. In addition, perceived social value leads to satisfaction, and satisfaction leads to revisit intention and positive WOM. Finally, positive WOM intention influences the intensity of the use of virtual social networks by Generation Y travelers. As a part of the conclusions, the article presents the managerial implications of these relationships.