Self-congruity, memorable tourism experience (MTE) and social network support on Generation Z tourists’ satisfaction and behavioral intentions: a moderation analysis

Purpose This study aims to examine the relationships among self-congruity, memorable tourism experience (MTE) and social network support (or positive feedback received on tourists’ trip-related posts) on Generation Z tourists’ satisfaction and behavioral intentions, with such support assumed to moderate their effects. Design/methodology/approach The proposed relationships were examined using the two-step approach of the product method in partial least squares structural equation modeling based on data collected from 201 hospitality students. Findings While the model’s results initially revealed that self-congruity and MTE only influence behavioral intentions indirectly through MTE and satisfaction, respectively (i.e. self-congruity → MTE → satisfaction → behavioral intentions), they further demonstrated that social network support positively moderates the relationship between self-congruity and behavioral intentions with their effect of self-congruity on behavioral intentions (which was initially nonsignificant) becoming significant and positive in this case, while also negatively moderating the initially found relationship between MTE and satisfaction. Hence, helping advance the authors’ understanding of the possible interrelationships among social network support, self-congruity and MTE when considered simultaneously in influencing tourist satisfaction and behavioral intentions. Originality/value Considering today’s prevailing use of social media during travel, this study helped enhance the understanding of Generation Z tourists’ satisfaction and behavioral intentions during the trip stage by emphasizing social network support along with self-congruity and MTE, as well as the need to account for the moderation role that social network support plays in this case.