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To go or not to go: multiple identities and the effects of ambivalence

Lookup NU author(s): Dr Qionglei YuORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

This study unpacks how a person’s multiple identities affect their decision making when selecting a tourism destination. We propose that different aspects of identity yield distinct yet competing emotions. For instance, perceived social audience admiration combined with animosity might produce ambivalence, leading to greater decision-making uncertainty. Findings show that tourists with greater ambivalence towards particular destination countries are more likely to cancel or postpone their travel decisions. Additionally, the destination country’s economic development and a tourist’s pursuit of material happiness interact as moderators in the relationships between identities, emotions, and travel intention. Recommendations are provided for tourism product development and marketing communications for destination countries.

Publication metadata

Author(s): Yu Q, Huang Y, Li X, Ren Z

Publication type: Article

Publication status: Published

Journal: Current Issues in Tourism

Year: 2022

Volume: 26

Issue: 12

Pages: 2044-2063

Online publication date: 22/05/2022

Acceptance date: 01/05/2022

Date deposited: 23/05/2022

ISSN (print): 1368-3500

ISSN (electronic): 1747-7603

Publisher: Routledge

URL: https://doi.org/10.1080/13683500.2022.2077180

DOI: 10.1080/13683500.2022.2077180

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