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Of Symbolic Consumption and Brand Choice: an Empirical Testing of the Self-Congruity Theory

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Of Symbolic Consumption and Brand Choice: an Empirical Testing of the Self-Congruity Theory OF SYMBOLIC CONSUMPTION AND BRAND CHOICE: AN EMPIRICAL TESTING OF THE SELF-CONGRUITY THEORY A thesis submitted to the Kent State University College and Graduate School of Education, Health, and Human Services in partial fulfillment of the requirements for the degree of Master of Science By Xiaolu Sun August 2012 Thesis written by Xiaolu Sun B.S., Nanjing University, 2010 M.S., Kent State University, 2012 Approved by __________________________________, Director, Master’s Thesis Committee Philip Wang __________________________________, Member, Master’s Thesis Committee Andrew Lepp __________________________________, Member, Master’s Thesis Committee Linda Robertson Accepted by __________________________________, Director, School of Foundations, Shawn M. Fitzgerald Leadership and Administration __________________________________, Dean, College and Graduate School of Daniel F. Mahony Education, Health, and Human Services ii SUN, XIAOLU, M.S., August, 2012 Hospitality and Tourism Management OF SYMBOLIC CONSUMPTION AND BRAND CHOICE: AN EMPIRICAL TESTING OF THE SELF-CONGRUITY THEORY (80 pp.) Director of Thesis: Philip Wang, Ph.D. The purpose of this study is to examine the congruity levels between tourists’ self-image (SI) and brand personality (BP) of youth hostel, and between self-image (SI) and perceptions of youth hostel guests (visitor image, VI). By understanding perceived images of youth hostel and the influences the images have on tourists’ intention to use youth hostels, this research aims to provide a deeper insight into symbolic consumption in tourism. A classic two-group experiment was designed for college students and was performed at a mid-sized university in Northeast Ohio. Results of the present study show that the brand personality of youth hostel is perceived as young, easy-going and friendly, and real, and that youth hostel guests are perceived to be young students who are traveling on a limited budget, and they are generally adaptable and open-minded. This study also indicates that the congruence levels between how a tourist looks at him- or herself and the perceived images of youth hostel have a significant influence on his/her intention to use youth hostels. The intervention of youth hostel brochures has a significant influence on tourists’ intention to stay in youth hostels, however, the influences on tourists’ self- image/perceived-image congruities are very limited. Results from this study could be helpful by both youth hostel managers and tourism marketer. ACKNOWLEDGMENTS I would like to thank my committee members Andrew Lepp and Linda Robertson for their advice and expertise. The insight and knowledge they generously shared with me made this process an enjoyable experience. Andrew Lepp was more than helpful in strengthening the experiment design, and the research articles he shared with me gave me many new ideas in developing this study. Linda Robertson was very generous in sharing her experience when it comes to marketing and youth traveling. My sincere gratitude goes out to Philip Wang, my thesis advisor and committee chair, for his guidance and expertise in this study. His patience and encouragements gave me the strength to focus on the research that I personally find interesting, and he first gave me the idea of symbolic values in leisure activities. This project would not have been possible without his assistance. I would like to give my thanks to all the professors and students that took the time to participate in this research. Without their help, I would not have been able to complete this project. iii TABLE OF CONTENT Page ACKNOWLEDGMENTS .................................................................................... iii LIST OF TABLES ................................................................................................ vi CHAPTER I. INTRODUCTION .............................................................................................. 1 II. LITERATURE REVIEW ................................................................................ 10 Youth Hostel and its Guests ......................................................................... 10 Destination Image ........................................................................................ 15 Self-Congruity ............................................................................................. 18 Destination Branding and Destination Brand Personality.............................. 21 III. RESEARCH METHODOLOGY ................................................................... 26 Focus Group ................................................................................................ 27 Pre-Test ....................................................................................................... 28 Brochure Intervention .................................................................................. 30 Post-Test ...................................................................................................... 32 Pilot Study ................................................................................................... 32 Data Collection ............................................................................................ 32 Data Analysis ............................................................................................... 33 IV. RESULTS ..................................................................................................... 34 Description of the Sample ............................................................................ 34 Brand Personality of Youth Hostel ............................................................... 35 Visitor Image of Youth Hostel ..................................................................... 36 Correlations between Congruities and Intention ........................................... 37 Influences of Youth Hostel Brochure Intervention ........................................ 40 Tourist Type and Youth Hostel .................................................................... 42 Information Sources ..................................................................................... 44 Overall Results Summary ............................................................................. 46 V. DISCUSSION ................................................................................................. 48 Implications ................................................................................................. 53 Limitations ................................................................................................... 54 Future Research ........................................................................................... 55 Reflections on the Study .............................................................................. 56 APPENDICES ..................................................................................................... 58 APPENDIX A. PRE-TEST QUESTIONNAIRE .......................................... 59 APPENDIX B. CONSENT FORM .............................................................. 63 APPENDIX C. RECRUITMENT SCRIPT................................................... 65 APPENDIX D. LIST OF YHA CHINA YOUTH HOSTELS ....................... 67 iv APPENDIX E. POST-TEST QUESTIONNAIRE ........................................ 73 REFERENCES .................................................................................................... 76 v LIST OF TABLES Table Page 1. Brand Personality of Youth Hostel ....................................................................... 35 2. Visitor Image of Youth Hostel ............................................................................. 36 3. Correlations between Congruities and Intention to Use a Youth Hostel ................ 38 4. The Influence of Youth Hostel Brochure Intervention on Tourists’ Intention to Use a Youth Hostel ................................................................................................. 41 5. The Influence of Youth Hostel Brochure Intervention on Tourists’ Self- image/Perceived-image Congruities of Youth Hostel ....................................... 42 6. Tourist Type and Intention to Use a Youth Hostel ................................................ 43 7. Significance of the relationship between tourist types and participants’ intention to use youth hostels .............................................................................................. 44 8. Information Sources............................................................................................. 45 vi CHAPTER I INTRODUCTION Costly thy habit as thy purse can buy, But not express’d in fancy; rich, not gaudy; For the apparel oft proclaims the man, And they in France of the best rank and station Are of a most select of generous chief in that. (Hamlet, Act 1, Scene 3, William Shakespeare) Tourism has emerged as one of the most practiced leisure activities in the context of contemporary globalization. When participating in a leisure trip, people are likely to consume products (e.g., food, beverage, and souvenir) as well as services (e.g., transportation and lodging). In most cases, these leisure consumptions not only take place for a utilitarian purpose but also carry symbolic meanings. The exploration of symbolic meanings that are carried through consumption behaviors has added to the understanding of consumptive activities (Grubb & Grathwohl, 1967). Symbolic meaning of a consumption behavior makes “an unspoken statement that a purchase or
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