Journal of Tourism Research & Hospitality ISSN: 2324-8807

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Research Article, J Tourism Res Hospitality Vol: 2 Issue: 4

Hotel Visitation, Self-other Image Congruency, Satisfaction, Loyalty, and Image

Dev Jani1,2*
1Faculty of Tourism and Hotels, Fayoum University, Egypt
2Cardiff School of Management, Cardiff Metropolitan University, UK
Corresponding author : Dev Jani
University of Dar-es-Salaam Business School, P.O. Box 35046, Dar-es-Salaam, Tanzania
Tel: +255 717 028 780;
E-mail: [email protected]
Received: September 23, 2013 Accepted: November 24, 2013 Published: December 02, 2013
Citation: Jani D (2013) Hotel Visitation, Self-other Image Congruency, Satisfaction, Loyalty, and Image. J Tourism Res Hospitality 2:4 doi:10.4172/2324-8807.1000131


Hotel Visitation, Self-other Image Congruency, Satisfaction, Loyalty, and Image

Despite the call for the inclusion of social environment in service consumption, few studies have done so. This study took a plunge into the incorporation of social environment through the use of self-other image congruency concept in explaining hotel guest satisfaction, loyalty, and hotel image. Through the use of a self administered questionnaire directed to hotel guests, the collected data was subjected to a series of regression analyses. The results indicate behavioural consistency to explain satisfaction, loyalty, and hotel image significantly. Albeit not being statistically significant the impact of self-other image congruency was higher for business guest compared to pleasure oriented guest; the frequency of staying in hotel also enhanced the relationship up to a point of decline and then rising abruptly. Practically, the results indicate the usage of self-other image congruency to hoteliers in strategizing their service provision that can elevate the guests’ perception of the behaviour of other guests.

Keywords: Self-other image; Satisfaction; Image; Loyalty; Hotel visitation

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