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To go or not to go: multiple identities and the effects of ambivalence
Yu, Qionglei Huang, Yu-An Li, Xiang (Robert) Ren, Zhimin
Yu, Qionglei
Huang, Yu-An
Li, Xiang (Robert)
Ren, Zhimin
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Journal article
Date
2022-05-22
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Tourism and Hospitality Management
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http://dx.doi.org/10.1080/13683500.2022.2077180
Abstract
This study unpacks how a person’s multiple identities affect their decision making when selecting a tourism destination. We propose that different aspects of identity yield distinct yet competing emotions. For instance, perceived social audience admiration combined with animosity might produce ambivalence, leading to greater decision-making uncertainty. Findings show that tourists with greater ambivalence towards particular destination countries are more likely to cancel or postpone their travel decisions. Additionally, the destination country’s economic development and a tourist’s pursuit of material happiness interact as moderators in the relationships between identities, emotions, and travel intention. Recommendations are provided for tourism product development and marketing communications for destination countries.
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Citation
Yu, Q., Huang, Y. A., Li, X. (Robert), & Ren, Z. (2023). To go or not to go: multiple identities and the effects of ambivalence. Current Issues in Tourism, 26(12), 2044–2063. https://doi.org/10.1080/13683500.2022.2077180
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Taylor and Francis Group
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Current Issues in Tourism, Vol. 26, Iss. 12
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