Abstract
Modern consumers tend to express themselves through their consumption and are looking for products that will help to convey their personality (Sirgy, 1982). Vacation experience is not an exclusion to this trend. While extensive research on self-congruity concentrated mainly on private dimension of self-congruity in Western consumers, the interplay between private and social facets of self-congruity in intercultural setting remained under investigated. The present study addresses interaction between private and social features of self-congruity in relation to individualism in cultural setting. We find that contrary to our expectations both private and social dimensions of self-congruity have stronger effect in more individualistic countries. These characteristics are influential also for travellers from collectivist countries but the effect is significantly lower. We discuss managerial implications of these findings.