Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory
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Kent State University / OhioLINK
2012
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=kent1341322211 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-kent13413222112021-08-03T05:38:02Z Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory Sun, Xiaolu Recreation The purpose of this study is to examine the congruity levels between tourists’ self-image (SI) and brand personality (BP) of youth hostel, and between self-image (SI) and perceptions of youth hostel guests (visitor image, VI). By understanding perceived images of youth hostel and the influences the images have on tourists’ intention to use youth hostels, this research aims to provide a deeper insight into symbolic consumption in tourism. A classic two-group experiment was designed for college students and was performed at a mid-sized university in Northeast Ohio. Results of the present study show that the brand personality of youth hostel is perceived as young, easy-going and friendly, and real, and that youth hostel guests are perceived to be young students who are traveling on a limited budget, and they are generally adaptable and open-minded. This study also indicates that the congruence levels between how a tourist looks at him- or herself and the perceived images of youth hostel have a significant influence on his/her intention to use youth hostels. The intervention of youth hostel brochures has a significant influence on tourists’ intention to stay in youth hostels, however, the influences on tourists’ self-image/perceived-image congruities are very limited. Results from this study could be helpful by both youth hostel managers and tourism marketer. 2012-08-09 English text Kent State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=kent1341322211 http://rave.ohiolink.edu/etdc/view?acc_num=kent1341322211 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
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NDLTD |
| language |
English |
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NDLTD |
| topic |
Recreation |
| spellingShingle |
Recreation Sun, Xiaolu Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory |
| author |
Sun, Xiaolu |
| author_facet |
Sun, Xiaolu |
| author_sort |
Sun, Xiaolu |
| title |
Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory |
| title_short |
Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory |
| title_full |
Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory |
| title_fullStr |
Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory |
| title_full_unstemmed |
Of Symbolic Consumption and Brand Choice: An Empirical Testing of the Self-congruity Theory |
| title_sort |
of symbolic consumption and brand choice: an empirical testing of the self-congruity theory |
| publisher |
Kent State University / OhioLINK |
| publishDate |
2012 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=kent1341322211 |
| work_keys_str_mv |
AT sunxiaolu ofsymbolicconsumptionandbrandchoiceanempiricaltestingoftheselfcongruitytheory |
| _version_ |
1719422798444625920 |