Does linguistic diversity make destinations more sophisticated? Exploring the effects on destination personality

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2023-11-20 DOI:10.1016/j.jdmm.2023.100828

Hanyu(Yuki) Chen , Lili Wang , Xuan Zhang , Wei Wei , Jiaying Lyu

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引用次数: 0

Abstract

Today's destinations are gradually moving toward linguistic diversity to help tourists obtain a better experience. Accordingly, using diverse languages is developing as a noteworthy destination marketing and management measure. Applying destination personality theory, this research examines the impact of linguistic diversity on destination personality, as well as tourists' attitudes and behavior across five studies. With different populations, Studies 1, 2, and 3 found that linguistic diversity enhances sophisticated destination personality, tourists' attitudes and visit intentions, exploring the role of the number of languages and language disparity in constructing linguistic diversity while ruling out the alternative explanation of other destination personalities. Study 4 and Study 5 revealed the moderating roles of destination type and travel goal. This research contributes to theory and practice in language and destination personality and enriches the growing literature on tourists' attitudes toward destination marketing and management.

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语言的多样性会使目的地更加复杂吗?探索对目的地人格的影响

今天的目的地正逐渐走向语言多样性，以帮助游客获得更好的体验。因此，使用多种语言正在成为值得关注的目的地营销和管理措施。本研究运用目的地人格理论，通过五项研究考察了语言多样性对目的地人格的影响，以及游客的态度和行为。在不同的人群中，研究1、研究2和研究3发现，语言多样性增强了复杂的目的地个性、游客的态度和旅游意图，探索了语言数量和语言差异在构建语言多样性中的作用，同时排除了其他目的地个性的替代解释。研究4和研究5揭示了目的地类型和旅游目标的调节作用。该研究对语言和目的地个性的理论和实践都有贡献，并丰富了越来越多的关于游客对目的地营销和管理态度的文献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.