Journal
TOURISM MANAGEMENT
Volume 95, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2022.104664
Keywords
Destination image; Destination personalities; Self-construal; Cognitive flexibility; Destination involvement
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This study proposes the concept of 'paradox destination' and investigates the effects of self-construal and destination type on the image perception of potential tourists. The mediating effects of cognitive flexibility and destination involvement are tested as well. The findings provide practical marketing strategies for destination marketers.
This study proposes the concept of the 'paradox destination' as a novel destination positioning strategy for destination marketers. A paradox destination strategy describes the situation where a destination delivers a brand identity with contradictory personalities. Four experiments were conducted to investigate the interactive effects of self-construal (independent vs. interdependent) and destination type (paradox vs. non-paradox) on the image perception of potential tourists. The results revealed that independent potential tourists have a more positive image perception of paradox destinations than do interdependent potential tourists. Moreover, inde-pendent potential tourists reported a more positive image perception of paradox destinations than they did for non-paradox destinations. The mediating effects of cognitive flexibility and destination involvement were also tested by this research. In addition to theoretical implications, this paper also provides practical marketing strategies for destination marketers.
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