Self-congruity and motivations as antecedents of destination perceived value: The moderating effect of previous experience

Abstract

The present research proposes and validates a model in which tourist motivations and self-congruity with the destination are considered antecedents of the perceived value of that destination and in which the tourist's previous experience of the destination exerts an important moderating effect. This model is estimated using partial least squares path modelling, based on a sample of 503 British tourists visiting Spain. The findings show that a high level of self-congruity between the tourist and the destination contributes significantly to destination perceived value; tourist motivations contribute significantly to destination value creation; and tourist previous experience is a major moderator of destination value formation.