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Purpose The purposes of this study were to explore the moderating effect of consumer affinity on brand personality and consumers' intention to stay in a hotel, as well as on self-congruity and consumers' intention to stay in a hotel. Design/methodology/approach This study collected data from 386 inbound tourists to Taiwan. Hierarchical regression analysis was applied to analyze the data. Findings The results showed that brand personality, self-congruity and consumer affinity have significant positive effects on consumers' intention to stay in a hotel, respectively. Moreover, consumer affinity has significant moderating effect on brand personality and intention to stay in a hotel, as well as on self-congruity and intention to stay in a hotel. Practical implications Consumer affinity is a construct that identifies national attributes, and it strengthens the relationships between brand personality or self-congruity and consumers' intention to stay in a hotel from the level of country-specific affect. The results of this study can provide hotel marketers with reference for marketing management. Originality/value Although past studies have examined the relationship between consumer affinity and purchase intention or behavior, the effect of consumer affinity construct on hotel consumers' intention to stay remains sparse in the hotel context. This study confirmed that consumer affinity has significant moderating effect on brand personality and intention to stay in a hotel, as well as on self-congruity and intention to stay in a hotel.
Tsaur et al. (Mon,) studied this question.