크루즈 관광객의 자아 이미지⋅기능적 일치성이 여행 만족 및 재방문 의도에 미치는 영향 연구: 자아 일치성 이론과 기대 불일치 이론에 근거하여

This study focuses on the fact that, despite the severe travel limitations imposed by the COVID-19 epidemic, cruise tour bookings continue to increase and cruise lines are investing more aggressively. This means that the cruise tourism revitalization strategy should be revisited in readiness for the post-COVID-19 regeneration phase. Through an empirical examination of the relationship between cruise tourists' self-congruity, functional congruity, travel satisfaction, and revisit intention, this study aims to advance the theoretical understanding of cruise tourism and to suggest practical implications for future cruise industry revitalization strategies. In addition, based on these findings, this research offers to investigate strategies for rejuvenating cruise marketing. Cruise passengers participated in the survey, and a total of 303 questionnaires were returned for processing. This study discovered that self-congruity gained on a cruise trip has a significant impact on functional congruity and travel satisfaction, and that functional congruity also has a significant impact on travel satisfaction. Additionally, it was revealed that travel satisfaction had a positive (+) effect on revisit intention. The hypothesis of this study was developed based on two theories: (1) Self congruity theory (2) Expectation disconfirmation theory. In terms of theoretical implications, this study is significant in that the results support all three theories on which the hypothesis was based. Also, this research makes an academic contribution since the two theories (Self congruity theory and Expectation disconfirmation theory) are configured within cruise tourism studies. In addition, it has significant consequences for the sales expansion strategies of cruise companies.