In sync, in satisfaction: experience congruence effects
Abstract
This study investigates how tourist-to-tourist experience congruence influences satisfaction. Grounded in cognitive consistency theory, it proposes that congruence enhances satisfaction by fostering psychological validation. Indulgence, conceptualized as both a cultural value and an individual trait, was examined as a moderator of this relationship, with lower indulgence strengthening the positive effect of congruence. A multi-study design was used: Study 1 analyzed online reviews from New York, Study 2 experimentally replicated the effect, and Study 3 tested shared reality as a mediator. Findings reveal shared reality as a key mechanism linking experience congruence and satisfaction, emphasizing the importance of culturally marketing strategies.
Fields of Study & Subjects
Diverse Aspects of Tourism Research
Digital Marketing and Social Media
Customer Service Quality and Loyalty
Publication details
- Journal / source
- Journal of Travel & Tourism Marketing
- Volume
- 43
- Issue
- 2
- Pages
- 292–308
- Publication date
- 12 February 2026
- Language
- EN