Does uncertainty avoidance moderate the effect of self-congruity on revisit intention? A two-city (Auckland and Glasgow) investigation

Drawing upon self-congruity theory and Hofstede's notion of uncertainty avoidance, this paper empirically investigates the roles destination personality, image, self-congruity, revisit intention in two cities: Auckland, New Zealand Glasgow, UK. Data were collected from a sample 318 Chinese tourists Auckland 226 Glasgow. Partial least squares structural equation modeling was used to assess measurement models compare relationship between these destinations. Findings showed that actual ideal served as mediators intention; avoidance not significant moderator (i.e. ideal) both cities. squares–Henseler's multigroup analysis further indicated mediating role image especially strong for versus However, findings revealed non-significant differences Glasgow all hypotheses moderating avoidance). The present study offers theoretical managerial implications academics practitioners.