How cute mascots affect relationships with tourism destinations: A moderated mediation model |
| |
| Institution: | 1. School of Geography and Ocean Science, Nanjing University, Nanjing, Jiangsu, 210023, PR China;2. Department of Parks, Recreation and Tourism Management, North Carolina State University, 27695, Raleigh, NC, USA;3. School of Community Resources and Development, Arizona State University, 85004, Phoenix, AZ, USA;4. Hainan University-Arizona State University Joint International Tourism College, Hainan University, Hainan, PR China;5. Joint College of Ningbo University and Angre University, Ningbo, Zhejiang, 315201, PR China;1. School of Tourism Management, Macao Institute for Tourism Studies, Macao, China;2. School of Hospitality Management/School of Tourism Management, Macao Institute for Tourism Studies, Macao, China;3. Department of Innovation and Management in Tourism, Salzburg University of Applied Sciences, Austria;4. Department of Tourism and Service Management, Modul University Vienna, Austria;1. Postdoctoral Research Fellow, Griffith Institute for Tourism, Griffith University, 170 Kessels Rd, Nathan, Brisbane, QLD, 4111, Australia;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 11 Yuk Choi Road, Hung Hom, Hong Kong;3. Department of Tourism, Sport & Hotel Management, Griffith Business School, Griffith University, Nathan Campus, 170 Kessels Rd, Nathan, Brisbane, QLD, 4111, Australia;4. Griffith Institute for Tourism, Griffith University – Gold Coast Campus, 58 Parklands Drive, Southport, Queensland, 4222, Australia;5. Department of Marketing, Griffith Business School, Griffith University – Nathan Campus, 170 Kessels Rd, Nathan, Brisbane, QLD, 4111, Australia;1. School of Tourism Management, Sun Yat-sen University, Building 329, 135 Xingangxi Road, Guangzhou, 510275, PR China;2. Key Laboratory of Sustainable Tourism Smart Assessment Technology, Ministry of Culture and Tourism of China, Beijing, PR China;3. Mt.Huangshan Scenic Area Administrative Committee, Huangshan, Anhui, 245899, PR China;1. School of Hotel and Tourism Management ,The Hong Kong Polytechnic University ,17 Science Museum Road, TST East, Kowloon, Hong Kong, China;2. The School of Hospitality Management Pennsylvania State University 201 Mateer Building, University Park, PA, 16802, USA;3. Recreation, Park, and Tourism Management, The Pennsylvania State University 704M Ford, University Park, PA, 16802, USA;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;2. College of Hotel and Tourism Management, Kyung Hee University, Republic of Korea |
| |
| Abstract: | The mascot, acting as an ambassador for a destination, plays a significant role in promoting tourism development. However, limited research has focused on the cute features of a mascot and its marketing effects on a destination. This study extends the literature on cuteness and mascots by examining the effect of including a cute mascot in destination advertising on a person's travel intention. Four experiments were undertaken to investigate the cuteness effect. It was found that including a cute mascot in a destination advertisement increased travel intention. Feelings of healing and destination intimacy mediated the cuteness effect. The moderating role of social exclusion was also examined. The study revealed that a mascot's cuteness effect was stronger for socially excluded individuals. The findings give destination managers novel insights into mascot design in tourism and destination marketing. |
| |
| Keywords: | Mascots Cuteness effect Feeling of healing Destination intimacy Social exclusion |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
