Consumer Animosity and Affective Country Image
Tourism on the Verge, Springer Nature, ss.119-131, 2017
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2017
- Doi Numarası: 10.1007/978-3-319-44108-5_10
- Yayınevi: Springer Nature
- Sayfa Sayıları: ss.119-131
- Anahtar Kelimeler: Affective Country, Affective Image, Behavioural Intention, Tourism Product, Tourism Purpose
- Boğaziçi Üniversitesi Adresli: Evet
Özet
Studies have established in different contexts the effect of consumer animosity on buying intentions of the products originating from the country towards which this hostility is directed. Despite the increasing number of investigations dealing with this topic within the international marketing literature, there is a lack of research concerning the influence of animosity on the purchase of tourism products. The current study aims to provide a greater understanding on this issue and propose a scale to measure the animosity construct in connection to the purchase of tourism products. While the findings support the idea that consumer animosity towards a country has a significant influence in the individual’s decision to visit the place for tourism purposes, it determines that this effect is mediated by affective country evaluations. The study also contributes to a better understanding on how perceptions of places are constructed by individuals based on individual or national experiences, and how these in turn affect behavioural intentions.