The Effect of Self and Social Congruity on Tourists’ Satisfaction, Experience and WOM in Kish

Since tourism services cannot be evaluated before the visit, it is essential to note the word-of-mouth communication in attracting tourists. The sensitivity of the tourism industry and the significance of tourists’ behaviors urge decision-makers to pay more attention to how social congruity with the brand image can create a positive image of a region. This paper studied the effect of self and ideal self-congruence on the experience and satisfaction of tourists in Kish. It also investigated the impact of tourists’ experience and satisfaction on their word-of-mouth communications. As a descriptive survey, the statistical population was the tourists in Kish, who visited the place during the summer and fall of 1397. With a sample size of 388 tourists, a questionnaire was used to collect the data. Both validity and reliability were confirmed. Structural equation modeling and partial least squares technique (Smart-PLS 2) were used to analyze the data. Findings showed that when the real and ideal self of tourists were congruent with the real and ideal image of the destination, it led to their satisfaction. Also, the experience and satisfaction of tourists would lead to word-of-mouth communications among tourists.