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Validity of Measuring Self-Image Congruity in Hotel Industry: An Application of the Indirect Measures and Polynomial Regression

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(9), pp.299-311
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Jooa Baek 1 Seolmin Yoon 1 seo wonseok 1

1경희대학교

Accredited

ABSTRACT

Given the theoretical significance of self-image congruence, it is important to develop a valid measure of self-image congruence. Traditionally, indirect measure has been the most widely used method for measuring self-image congruity. However, several researchers have suggested that indirect measure has several problems. Thus, this study was to empirically compare the explanatory power of the indirect measure and the polynomial regression in measuring self-Image congruity. Data were conveniently collected from 278 people, who had brand image of five star hotels in Seoul, between December 2008 and January 2009. Results showed that the significant self-image congruity effect of indirect measure disappeared under the statistical test of polynomial regression. Findings from this study imply that the traditional indirect measure of self-image congruity might not be appropriate to measure the self-image congruity.

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