Wang, Sha; Hung, Kam; Li, Minglong; Qiu, Hailian - In: Tourism Review 76 (2020) 2, pp. 411-426
Purpose: Although the number of guest houses in China is increasing rapidly, many of them are not performing well in developing customer loyalty. Self-congruity and functional congruity represent two cost-effective but inadequately researched ways for guest houses to maintain customers. In view...