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In this context among other things, the literature explains the self concept literature in consumer research which helps to explain the psychological underpinnings of travel self-congruity that involves a process of matching a tourist’s self-concept to a destination visitor image. Traditional research methods, which assume a piecemeal process, may not adequately capture the holistic nature of self congruence and, therefore, may have limited predictive validity. The new method will be more predictive of a variety of tourist behaviors such as satisfaction or dissatisfaction. Data for this study were collected from international tourists whom had visited Penang.
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