Extending self-congruity theory in slow tourism: mediating mechanisms and behavioral outcomes

Purpose This paper seeks to explore how self-congruity affects the behavioral intentions of slow tourists, particularly their intentions to recommend and revisit. Furthermore, it investigates how various dimensions of slow tourism experiences mediate this relationship. Design/methodology/approach A survey instrument was applied to domestic tourists visiting five slow cities in Türkiye. SmartPLS 4 was utilized to perform the structural equation modeling. Findings Self-congruity significantly influences slow tourists’ behavioral intentions both directly and indirectly through experiential dimensions. Indirect effects via educational and aesthetic experiences are supported, whereas escapist experience is not found to be significant. In addition, entertainment experience mediates the relationship between self-congruity and recommendation intention, but does not mediate the relationship between self-congruity and revisit intention. Practical implications The results indicate that slow tourism destinations should offer educational, aesthetic and entertainment experiences that align with tourists’ self-perceptions. Such experiences can enhance their intentions to revisit and recommend. Originality/value This paper advances the literature by offering a theoretical framework centered on self-congruity theory, while integrating insights from Experience Economy Theory and Theory of Planned Behavior, within the context of slow tourism.