...Serhat Adem Sop; Fuat Atasoy; Hasan Evrim Arici Purpose This study aims to identify the factors influencing tourist loyalty toward museums by applying the comprehensive congruity model, an extension of self-congruity theory. It also explores how involvement moderates the relationship between...

... on the quantitative approach. A structured questionnaire was deployed to gather data from 162 sampled respondents. Findings The study finds that mission, involvement and consistency as dimensions of organisational culture have a significant positive relationship with performance of the hotels. However...