How subjective knowledge influences intention to travel

Vito Tassiello and Jack S. Tillotson

Annals of Tourism Research, 2020, vol. 80, issue C

Abstract: This study analyzes tourist intention in the early phase of the tourists' decision-making process. Through correlations and web-experiments, we trace subjective knowledge through the tourists' accumulation of diagnostic cues inherent in a destination and the ways tourists falsely believe that having more knowledge can be beneficial. This research uncovers the negative relationship between tourists' subjective knowledge about a destination and their intention to travel. Subjective knowledge psychologically activates a higher degree of self-congruity with a destination, impregnating the destination with a sense of familiarity that curbs the intention to travel. The results indicate that practitioners need to understand the way that congruence between market-generated materials and tourists' sense of self can counterintuitively clog the decision-making process at the early stages.

Keywords: Subjective knowledge; Self-congruity; Intention to travel; Decision-making process (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:80:y:2020:i:c:s0160738319302087

DOI: 10.1016/j.annals.2019.102851

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