Uncertainty Avoidance as a Moderating Factor to the Self-Congruity Concept: The Development of a Conceptual Framework

The aim of this article was to propose a framework based on the theory self-congruity and Hofstede’s uncertainty avoidance. combine destination personality, self-congruity, avoidance, tourists’ revisit intention. present conceptual paper proposed an integrated model which incorporates effect More importantly, avoidance introduced as moderator between Based theoretical in article, estimated results affirmed applicability for tourism research. Moreover, by extending through incorporation variable context tourism, offers significant contribution literature. It is important understand how applies across broad cultural spectrum. This also several implications marketing organizations from practical perspective.