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

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.

Automated summary

This study examines how an individual's multiple identities influence their decision making process when choosing a tourism destination. It suggests that different aspects of one's identity can generate distinct yet conflicting emotions. For example, perceiving admiration and animosity from a social audience simultaneously may result in ambivalence and greater uncertainty in decision making. The findings indicate that tourists with higher levels of ambivalence towards specific destination countries are more likely to cancel or postpone their travel plans. Furthermore, the study reveals that the economic development of the destination country and a tourist's pursuit of material happiness can moderate the relationships between identities, emotions, and travel intentions.