Escape to express: Tourist identity and self-disclosure

IF 8.1 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2026-01-01 Epub Date: 2025-12-02 DOI:10.1016/j.annals.2025.104081

Jihao Hu , Hanyu (Yuki) Chen , Zhibin Lin , DaPeng Xu , Wei Wu

引用次数: 0

Abstract

Counter to the common intuition that consumers tend to be more cautious and less self-expressive when traveling to or reviewing an unfamiliar place, this research uncovers a counterintuitive effect: making a tourist identity salient increases consumer self-disclosure. A field study (n = 224) establishes the main effect. Then, Study 2 (n = 283) tests the mediating role of psychological anonymity while ruling out several alternatives. Studies 3 (n = 396) and 4 (n = 381) examine the moderating roles of social anxiety and brand type. Finally, a large-scale secondary data analysis (n = 39,574) further corroborates our findings. The results extend identity theory in tourism by showing that tourist identity influences behavior beyond immediate travel contexts and provide practical insights.

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逃避表达：游客身份与自我表露

人们通常认为，消费者在去不熟悉的地方旅游或点评时往往会更谨慎、更少自我表达，但这项研究揭示了一个反直觉的效应：让游客的身份变得突出，会增加消费者的自我表露。一项实地研究（n = 224）确定了主效应。然后，研究2 （n = 283）在排除几个替代方案的情况下，测试了心理匿名的中介作用。研究3 （n = 396）和研究4 （n = 381）考察了社交焦虑和品牌类型的调节作用。最后，一项大规模的二次数据分析（n = 39,574）进一步证实了我们的发现。研究结果将认同理论扩展到旅游领域，表明游客认同对行为的影响超越了直接的旅行环境，并提供了实践见解。

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

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.