Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement

IF 3.6 3区 管理学 Q2 BUSINESS
Ahmed Hamdy, Jian Zhang, Riyad Eid
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引用次数: 0

Abstract

Purpose

The main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA).

Design/methodology/approach

The conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses.

Findings

The study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment.

Practical implications

The research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations.

Originality/value

This paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.

目的地性别对目的地品牌依恋和品牌热爱有影响吗?目的地参与的调节作用
目的:研究目的地性别人格、目的地刻板印象、品牌依恋和目的地品牌爱之间的关系,以及目的地涉入在目的地刻板印象和目的地品牌依恋之间的调节作用。设计/方法/方法使用定性方法(即三个焦点小组,六位学术专家和一项试点研究)对概念模型进行评估。此外,采用系统随机抽样的方法对610名赴埃及旅游的国际游客进行了实证研究,采用AMOS 23结构方程模型(SEM)、验证性因子分析和探索性因子分析对8个假设进行了分析和检验。研究结果表明,目的地性别对刻板印象的增强起着至关重要的作用,刻板印象正向影响依恋,DBA正向影响目的地品牌喜爱。结果表明,目的地涉入调节了刻板印象温暖和能力对目的地依恋的双重影响。实践意义本研究支持社会知觉机制在目的地品牌知觉中起关键作用的观点。它为客户对目的地品牌的认知和他们对目的地的反应之间的联系提供了新的理解。原创性/价值本文运用社会角色(SR)理论和刻板印象内容模型(SCM)分析了目的地性别、个性、刻板印象、DBA和目的地品牌喜爱的新模型,为旅游文献做出了贡献。除了尝试这一任务外,它还使用精化可能性模型探讨了目的地涉入在刻板印象和目的地依恋之间的关联中的调节作用。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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