Advancing self-congruity theory in senior tourism: a perspective on theoretical, methodological and contextual progress

Purpose This viewpoint paper aims to advance the discourse on self-congruity theory within senior tourism research by proposing future research agendas. It critically examines the application and evolution of self-congruity theory in the tourism domain, with a particular focus on theoretical, contextual and methodological perspectives. Design/methodology/approach This viewpoint paper critically reviews the theoretical, contextual and methodological advancements in self-congruity theory as applied to senior tourism. Drawing on existing literature and our own insights, this viewpoint is designed as a “call for future research” rather than an empirical investigation or theory confirmation. Academic peer-reviewed journal articles from tourism and related disciplines were reviewed to trace the progress of self-congruity theory in senior tourism research. Findings This viewpoint emphasises the significance of advancing self-congruity theory in senior tourism to develop a research agenda for future inquiry. The viewpoint article acknowledges the usefulness of self-congruity theory in aligning senior tourists’ self-concepts with destination attributes and in contextualising these self-concepts in relation to travel behaviour. Furthermore, this article advocates for methodological rigour by emphasising the applicability of approaches such as fuzzy-set qualitative comparative analysis (fsQCA), longitudinal studies and mixed-methods, which are well suited to understanding the unique interests and preferences of senior tourists. Originality/value This viewpoint paper offers valuable insights into the application of self-congruity theory in senior tourism by proposing theoretical, contextual and methodological avenues for future research. It provides a solid foundation for advancing academic inquiry into how self-congruity theory shapes senior tourists’ travel decisions and experiences.