The catalyst of identity friction: Why self-incongruity drives transformative urban tourism experiences

As outbound tourism shifts toward introspective exploration, this study develops a sequential experiential trajectory by integrating SDT, TLT, and SCT to explain the psychological mechanisms of personal transformation. Based on an analysis of 312 Chinese tourists in Malaysia, the findings reveal that emotional and cognitive engagement driven by SDT-based need satisfaction function as primary precursors to memorable encounters (MTEs). These memories subsequently provide the essential cognitive substrate for the disorienting dilemmas defined in Transformative Learning Theory. Crucially, the transition from memorable to transformative experiences is moderated by self-congruity in an unconventional manner. While high congruity reinforces a psychological comfort zone, low self-congruity or identity friction effectively amplifies transformative potential. Grounded in Self-Discrepancy Theory, we demonstrate that identity-image incongruity generates the psychological tension necessary to catalyze deep-seated reflection and ontological growth. This study moves beyond descriptive path analysis to offer a nuanced mechanism of identity negotiation, providing strategic insights for facilitating meaningful cross-cultural exchange for evolving global travellers.