Effects of the presentation of destination paradoxical features on tourists’ travel intention: the mediating role of destination personality clarity and personality originality with the moderating role of tourists’ experiences
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引用次数: 0
Abstract
ABSTRACT Presenting paradoxical features of destinations can be used to shape a destination’s unique personality. However, paradoxical features are a double-edged sword, and few studies proposed effective strategies to avoid negative effects and enhance positive effects. We propose separate presentation of paradoxical features helps enhance the paradoxical characteristics. Personality clarity and personality originality respectively mediated the impact of joint and separate presentation of paradoxical features on travel intentions. Additionally, the moderating effects of tourists’ experience on the relationship between the presentation of paradoxical features and travel intentions are examined. Finally, theoretical implications, practical implications, and directions for future research are presented.
期刊介绍：
The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.
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