The effect of motivation and self congruity on behavioral intention, application on thermal tourists

Self-congruence, motivation, satisfaction and behavioral intention, which are important concepts especially for brands in the consumer behavior literature, were chosen as the main subject of this study. In accordance with the purpose of the study, a questionnaire was applied to the domestic tourists who visited the facilities located in Gazlıgol region of Afyonkarahisar province between June and December 2022 and 384 data were obtained. Face-to-face survey technique was applied as the survey technique, and convenience sampling method was chosen as the sampling method. Exploratory factor analysis, confirmatory factor analysis, correlation test, multiple regression analysis and mediation test with bootstrap technique were applied to the data obtained from the research. According to the results, the dependent variable was considered as a single dimension as a result of behavioral intention exploratory factor analysis. According to the findings obtained from the research, motivation has a significant effect on satisfaction, and if we look at the sub-dimensions of self-congruity, the effects of ideal self-congruity and social self-congruence sub-dimensions on satisfaction are significant, while the effects of real self and ideal social self-congruity on satisfaction aren't significant. When the dependent variable was behavioral intention, it was concluded that the effect of satisfaction and motivation was significant, but only the ideal social self-congruence sub-dimensions of self-congruence had a significant effect. In the findings regarding the mediator role, it was concluded that both motivation and self-congruence has a highly significant effect on the satisfaction variable and behavioral intention.