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This study focuses on the relationship between self-congruity, tourism involvement, age and tourists’ attitude towards a destination. Two hundred and twelve French tourists took part in a survey conducted in the city of Aix-en-Provence. The data were analysed using PLS Structural Equation Modelling (PLS-SEM). The findings indicate that the positive effect of self-congruity on destination attitude is moderated by tourism involvement and age. The findings also replicate past studies in which destination attitude is positively related to behavioural outcomes (i.e. recommendations, revisits). Suggestions for future research and managerial implications are provided in the final section.