Investigation Self Image Congruity and Restaurant Evaluation on Behavioural Intention Perspective Self Congruence Theory
Hospitour Journal of Hospitality and Tourism Innovation, Vol 5, No 1 (2021)
Posted: 30 Jul 2021
Date Written: July 7, 2021
Self-image congruence is recognized as an essential construct in explaining and predicting various aspects of consumer behavior. This study aims to analyze the impact of self-image congruity and restaurant evaluation on behavioral intention to return to the restaurant. This research will use a quantitative descriptive research method. Data were collected by distributing questionnaires to 136 respondents using convenience sampling. The statistical analysis is based on SmartPLS. Partial Least Square (PLS) path modeling was used to test the hypotheses. The result shows that self-image congruity and restaurant evaluation have a positive significance to behavioral intention. Restaurants are one of the most popular places for new hospitality entrepreneurs to start. This research has practical implications for designing successful marketing communications for different Japanese restaurant segments based on customers' perceptions of self-image congruity.
Keywords: self-image congruity, restaurant evaluation, behavioral intention
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