Applying self-congruity theory to explain tourist attachment and satisfaction in agritourism: the case of Dong Thap Province
Vol. 135 No. 5C (2026), Original Article
Vol. 135 No. 5C (2026)

Applying self-congruity theory to explain tourist attachment and satisfaction in agritourism: the case of Dong Thap Province

Original Article
https://doi.org/10.26459/hueunijed.v135i5C.8605
Published 2026-10-29
Dang Huu Thoai
University of Finance – Marketing, 778 Nguyen Kiem, Duc Nhuan Ward, Ho Chi Minh City, Vietnam
Ho Thi Thuy Nga
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
PDF (Vietnamese)

Keywords

agritourism
social responsibility
attachment
satisfaction
Dong Thap du lịch nông nghiệp
trách nhiệm xã hội
sự gắn bó
sự hài lòng
Đồng Tháp

Abstract

Agritourism is emerging as a growing trend within Vietnam’s tourism industry, with Dong Thap province standing out as one of the pioneering localities in developing this form of tourism. However, the rapid proliferation of agritourism destinations has raised concerns regarding quality and sustainability, underscoring the need to identify the factors that shape tourist attachment and satisfaction. Drawing on self-congruity theory (SCT), this study aims to examine the relationship among tourist social responsibility (TSR), tourist-destination congruence, place attachment, and tourist satisfaction at agritourism destinations in Dong Thap province. Data were collected from 424 tourists across six representative agritourism sites and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that TSR serves as a strong positive antecedent of tourist-destination congruence, while tourist-destination congruence in turn exerts positive effects on both place attachment and tourist satisfaction. Notably, tourist-destination congruence emerges as a pivotal construct, translating tourists’ sense of social responsibility into place attachment and satisfaction with the destination. This study contributes to extending the application of SCT into the agritourism context and offers several managerial implications for promoting sustainable agritourism development in Dong Thap province.

https://doi.org/10.26459/hueunijed.v135i5C.8605
PDF (Vietnamese)

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