The impact of online experience sharing, self-congruity, and functional congruity on tourist satisfaction : a study of university students in Hong Kong

Abstract

Sharing of travel experiences through social media has become a new "social norm." Tourists get satisfaction not only from the services or images of a destination, but also from online interactions with friends and relatives about a trip after they return home. Previous studies on tourist satisfaction have focused almost exclusively on tourists on-site experiences. Few studies have investigated tourists online experience sharing and little is known about its effect on tourist satisfaction. This study examines the impact of quality of online experience sharing, self-congruity and functional congruity on two phases of tourist satisfaction: satisfaction with the destination and satisfaction with online sharing of travel experiences. Data were obtained from 553 university students in Hong Kong using a self-administered questionnaire. An instrument measuring the underlying constructs was developed, based on literature review and expert judgment. Confirmatory factor analysis and structural equation modelling were used to examine the reliability, validity and causal relationships of the constructs. The results indicated that self-congruity and functional congruity had a significant impact on satisfaction with the destination. Quality of online experience sharing was found to comprise of factors such as personal relationship, status and prestige, enjoyment and novelty and had a significant impact on satisfaction with online sharing of travel experiences. Satisfaction with the entire travel experience was found to be related to satisfaction with the destination and satisfaction with online sharing of travel experiences. These results imply that both the on-site stage (i.e. at which most of the tourism activities occur) and recollection stage (i.e. at which tourists reflect and share their memorable travel experiences with others) should be considered by tourism operators in order to develop tourism programmes that are memorable and satisfactory. This study adds to a growing body of literature on tourist satisfaction in general, and experience sharing in particular. It provides insights for managers of tourism organizations for effective management of tourist satisfaction at different stages.