When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism

Abstract

This research theorizes and empirically investigates the concept of brand anthropomorphism in the context of tourist destinations, namely, destination anthropomorphism. First, we demonstrate that anthropomorphizing a culturally distant tourist destination (e.g., Tokyo, Japan; Hanoi, Vietnam) leads to consumers’ lower intentions to travel to the destinations, whereas this negative destination anthropomorphism effect is attenuated for culturally close tourist destinations (e.g., London, United Kingdom; Sydney, Australia). In contrast, as anticipated, this research reveals that destination anthropomorphism leads to positive consumer reactions for destinations within the same culture (e.g., Seward, Alaska, USA). As such, we provide insights into the effects of anthropomorphizing in-group versus out-group entities in the realm of tourism and travel. Specifically, we show the negative downstream effects of anthropomorphizing entities that belong to a different group (i.e., out-group), which results in tourists’ heightened perceptions of a key perceived travel risk, social risk, that manifests as lower intentions to visit that destination. Finally, this research provides critical managerial recommendations that can be incorporated into advertising strategies not only to enhance communication effectiveness but also to avoid negative repercussions of destination anthropomorphism.

Additional information

Notes on contributors

Hyokjin Kwak

Hyokjin Kwak (PhD, University of Georgia) is a professor of marketing, Indian Institute of Management Ahmedabad, Gujarat, India.

Marina Puzakova

Marina Puzakova (PhD, Drexel University) is an associate professor of marketing, College of Business and Economics, Lehigh University, Bethlehem, Pennsylvania, USA.

Joseph F. Rocereto

Joseph F. Rocereto (PhD, Drexel University) is an associate professor of marketing, Leon Hess Business School, Monmouth University, West Long Branch, New Jersey, USA.

Takeshi Moriguchi

Takeshi Moriguchi (PhD, Tokyo Institute of Technology) is a professor of marketing, Faculty of Commerce, Waseda University, Tokyo, Japan.