Political ideology and variety seeking in travel choices

IF 7.8 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2025-08-18 DOI:10.1016/j.annals.2025.104011

Jungkeun Kim , Jeong Hyun Kim , Daniel Chaein Lee , Tae Hyun Baek , Changju Kim , Seongseop (Sam) Kim

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引用次数: 0

Abstract

Despite the significance of political ideology in shaping consumer behavior, its impact on tourism studies remains unexplored. This study aimed to investigate how tourists' political orientation influences variety seeking in travel decisions, such as selecting destinations or activities at a destination. Four experimental studies revealed the significant moderating effect of decision type on the impact of political ideology on variety-seeking tendencies. Specifically, conservative travelers exhibited stronger variety-seeking (across various subcategories) when required to select a fixed number of options from multiple choices, as in pick-N decisions. Conversely, liberal travelers demonstrated greater variety-seeking when choosing options without a fixed total, as in pick-any decisions. These results provide new academic and managerial insights, contributing to a better understanding of the role of political tendencies in the context of travel decision-making.

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旅游选择中的政治意识形态和多样性

尽管政治意识形态在塑造消费者行为方面具有重要意义，但其对旅游研究的影响仍未得到探索。本研究旨在探讨游客的政治取向如何影响旅游决策中的多样性寻求，例如选择目的地或目的地的活动。四项实验研究表明，决策类型对政治意识形态对品种寻求倾向的影响具有显著的调节作用。具体来说，当需要从多个选项中选择固定数量的选项时，保守的旅行者表现出更强的多样性寻求（跨越不同的子类别），就像在选择n的决策中一样。相反，自由主义旅行者在选择没有固定总数的选项时表现出更大的多样性寻求，比如在选择任何选项时。这些结果提供了新的学术和管理见解，有助于更好地理解政治倾向在旅行决策中的作用。

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来源期刊

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

期刊介绍： The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.