To go or not to go: multiple identities and the effects of ambivalence

Qionglei Yu, Yu-An Huang, Xiang (Robert) Li and Zhimin Ren

Current Issues in Tourism, 2023, vol. 26, issue 12, 2044-2063

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.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2022.2077180 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:26:y:2023:i:12:p:2044-2063

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2022.2077180

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().