Impact of Self – Congruity and Destination Image on Tourist Loyalty: Evidence from Recreation farm Tourism

Purpose: This paper's objective was to evaluate the impact of self-congruity and destination image on tourist loyalty at recreation farm destinations. Theoretical framework: The relationship between self-congruity, destination image, and destination loyalty is based on the theory of social distance, have been studied for a long time (Liu et al., 2012). However, numerous questions regarding the unstable relationship between self-congruity and destination loyalty still need to be answered. More studies must evaluate the relationship between self-congruity, destination image, and visitors' loyalty to recreation farm destinations. Design/methodology/approach: PLS-SEM method was applied. 270 valid questionnaires were qualified for analysis, accounting for 67.5% of the total questionnaires issued and satisfying the sample size required. The questionnaires were distributed and asked directly to visitors visiting the Ba Vi, Hanoi recreation farms from June to July 2022, when Hanoi began to open to visitors after two years closed by the COVID-19 pandemic. Finding: The analysis found that destination image directly affects self-congruity, and both destination image and self-congruity directly influence visitor satisfaction and loyalty. Satisfaction also has a direct influence on tourist loyalty. The indirect relationships between destination image and self-congruity with tourist loyalty are indicated. Its results confirmed the role of mediators of satisfaction in this study and considered contributing to academic theory. Research, Practical & Social implications: This study provides recommendations for tourism managers and marketers in improving the image of the destination and increasing satisfaction as well as improving the visitor return rate related to the Recreation Farm Tourism. Originality/value: This study contributes significantly to the literature because it demonstrated an indirect relationship between destination image, self-congruity, and loyalty