Developing a Cohesive Position for Rural Tourism - The Role of Image Congruence

John Power

    Research output: Contribution to conferencePaperpeer-review


    Image congruity theory has received great interest by marketing academics over the decades. However, to date most of the research concerning image congruity is centred around consumer goods and based on the assumption that the greater the image similarity between consumer and brand, the more favourable the relationship between the two. This paper aims to investigate this issue and apply the long-standing theoretical concept of image congruence to tourism, and more specifically the Irish rural tourism product, through the development and testing of a conceptual model. The author uses the metaphor of ‘brand as person’ to present a conceptual framework that illustrates the interrelationship between consumer (visitor), rural destination, and tourism service provider. This paper aims to illustrate how important the management of this interrelationship is in order to effectively market a destination to a target audience. The paper concludes with a discussion of research directions and implications for theory and managerial practice. A joint Irish / Welsh rural tourism marketing initiative based in the South East of Ireland will provide a context for the empirical work.
    Original languageEnglish
    Publication statusPublished - 2005
    EventRecent Developments in Tourism Research Conference - University of Algarve, Faro, Portugal, University of Algarve, Faro, Portugal
    Duration: 01 Jan 2005 → …


    ConferenceRecent Developments in Tourism Research Conference
    CityUniversity of Algarve, Faro, Portugal
    Period01/01/2005 → …


    Dive into the research topics of 'Developing a Cohesive Position for Rural Tourism - The Role of Image Congruence'. Together they form a unique fingerprint.

    Cite this