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      Actual Self-Image Versus Ideal Self-Image: An Exploratory Study of Self-Congruity Effects on Gambling Tourism

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          Abstract

          This study aims to apply self-congruity theory to examine the relationship between self-congruity of tourists and their perceived image of a gambling destination. This study employs the Euclidean distance model and extends Malhotra's pars of adjectives with five new items about gambling motives. A face-to-face questionnaire survey was used, and a total of 152 samples were collected from tourists in Macau. The results show that the actual self-image of tourists is more related to their perception of Macau image. For actual congruence, tourists exhibit a greater tendency to match the informal, liberal, and emotional image of Macau. For ideal congruence, they have a tendency to match the contemporary, organized, and pleasant image of Macau. This study makes up for the deficiency of self-congruity theory in tourism research. This study helps tourism departments to develop appropriate strategies to promote gambling tourism and disseminate relevant information that can bring gambling destinations closer to tourists.

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          Most cited references95

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          A model of destination image formation

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            Self‐Construal, Reference Groups, and Brand Meaning

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              Self-Concept in Consumer Behavior: A Critical Review

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                Author and article information

                Contributors
                Journal
                Front Psychol
                Front Psychol
                Front. Psychol.
                Frontiers in Psychology
                Frontiers Media S.A.
                1664-1078
                08 July 2021
                2021
                : 12
                : 588190
                Affiliations
                [1] 1Department of Economics and Management, Zhanjiang Preschool Education College , Zhanjiang, China
                [2] 2Faculty of International Tourism and Management, City University of Macau , Macau, China
                Author notes

                Edited by: Haywantee Ramkissoon, UiT the Arctic University of Norway, Norway

                Reviewed by: José Luís Abrantes, Instituto Politecnico de Viseu, Portugal; Salmi Mohd Isa, Universiti Sains Malaysia (USM), Malaysia

                *Correspondence: Ivan Ka Wai Lai ivanlai@ 123456cityu.mo

                This article was submitted to Personality and Social Psychology, a section of the journal Frontiers in Psychology

                Article
                10.3389/fpsyg.2021.588190
                8298025
                e3218129-2e50-4c81-b673-983cc83c1277
                Copyright © 2021 Li and Lai.

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                : 24 September 2020
                : 11 June 2021
                Page count
                Figures: 1, Tables: 4, Equations: 1, References: 96, Pages: 11, Words: 8968
                Categories
                Psychology
                Original Research

                Clinical Psychology & Psychiatry
                actual self-image,destination image,ideal self-image,self-congruity,gambling tourism,macau

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