The Influence Mechanism of Self-Consistency on Tourists’ Willingness to Recommend Rural Homestays

DOI

10.2991/978-2-38476-323-8_90How to use a DOI?

Keywords

Rural Residential Accommodation; Self-consistency; Satisfaction; Recommendation Intention

Abstract

Self-consistency is the core element of consumer behavior theory and marketing literature, which deeply reveals the harmonious and unified state of consumers' inner self-cognition, that is, the high cognitive matching degree between individual's actual self-image and ideal self. Based on the theoretical framework of "cognitive-emotion-behavior", this study conducted a survey on tourists who had lived in rural homestays. SPSS27.0 and AMOS24.0 were used for empirical analysis of the data to explore the influence mechanism of self-consistency on tourists' willingness to recommend rural homestays. The results show that two dimensions of self-consistency, true self-consistency and ideal self-consistency, have positive effects on satisfaction and recommendation intention. Satisfaction has a positive effect on the recommendation intention of rural homestays; Satisfaction plays a mediating role between true self-consistency and recommendation intention. Satisfaction plays a mediating role between ideal self-consistency and recommendation intention. This study not only deepens the understanding of the application of self-consistency in the field of rural homestays, but also provides valuable practical enlightenment for rural homestays operators.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mengdi Li
AU  - Changtai Lu
AU  - Weiyi Zhao
PY  - 2024
DA  - 2024/12/23
TI  - The Influence Mechanism of Self-Consistency on Tourists’ Willingness to Recommend Rural Homestays
BT  - Proceedings of the 2024 7th International Conference on Humanities Education and Social Sciences (ICHESS 2024)
PB  - Atlantis Press
SP  - 804
EP  - 812
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-323-8_90
DO  - 10.2991/978-2-38476-323-8_90
ID  - Li2024
ER  -