Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement

Ahmed Hamdy, Jian Zhang, Riyad Eid

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

Purpose: The main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA). Design/methodology/approach: The conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses. Findings: The study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment. Practical implications: The research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations. Originality/value: This paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.

Original languageEnglish
Pages (from-to)120-148
Number of pages29
JournalMarketing Intelligence and Planning
Volume42
Issue number1
DOIs
Publication statusPublished - Jan 8 2024

Keywords

  • Destination brand attachment
  • Destination brand love
  • Destination stereotypes
  • Gender
  • Travel industry and destination involvement

ASJC Scopus subject areas

  • Marketing

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