From Country Stereotypes to Country Emotions to Intentions to Visit a Country: Implications for a Country as a Destination Brand

Author(s)

Milena Micevski, Adamantios Diamantopoulos, Jennifer Erdbrügger

Abstract

Purpose
This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country stereotypes and intentions to visit a country as well as the boundary conditions under which such mediation occurs.

Design/methodology/approach
Two-hundred and eighty-three consumers participated in a between-subjects, Web-based study conducted in Hungary. Participants were randomly exposed to one out of six countries that are among the most popular tourist destinations for Hungarian consumers. Moderated-mediation analysis was performed to test the research hypotheses.

Findings
Country stereotypes of competence and warmth positively influence country-related emotions of admiration which, subsequently, transfer to consumer intentions to visit the focal country as a tourism destination. This mediation is moderated by consumers’ extraversion, such that intentions to visit are greater for highly extraverted consumers.

Research limitations/implications
Policymakers should take into consideration both the country stereotype and related emotions triggered by this stereotype when developing and promoting the country destination brand. Practitioners should also consider extraversion as a potential personality-based segmentation and targeting variable when communicating a country as a destination brand.

Originality/value
This study delineates the link between country stereotype and affective responses to this stereotype, thus further adding to our understanding of the role that emotions play in determining tourism behavior. It also highlights the role of the personality trait of extraversion as a moderating influence on the stereotype-emotions-visit intentions link.

Organisation(s)

Department of Marketing and International Business

External organisation(s)

Universität Wien

Journal

Journal of Product & Brand Management

Volume

30

Pages

118-131

No. of pages

14

ISSN

1061-0421

DOI

https://doi.org/10.1108/JPBM-09-2019-2563

Publication date

06-2020

Peer reviewed

Yes

Austrian Fields of Science 2012

502052 Business administration, 502019 Marketing

Keywords

ASJC Scopus subject areas

Management of Technology and Innovation, Marketing

Portal url

https://ucris.univie.ac.at/portal/en/publications/from-country-stereotypes-to-country-emotions-to-intentions-to-visit-a-country-implications-for-a-country-as-a-destination-brand(cccca8d9-047a-44b7-b2e8-b78156b50fba).html