Understanding Consumer–Pet Relationship during Travel: A Model of Empathetic Self-Regulation in Canine Companionship

ABSTRACT

Although the need for canine companionship has had an increasing impact on individuals’ travel plans, the literature has yet to develop the role of consumer-pet relationship in the process of traveler’s decision making. Drawing on socio-psychological research, this study aims to test the novel empathetic self-regulation model by examining how pet-owner’s emotions, perceptions, and desires are influenced by current pet-friendly accommodation options.

Results supported all postulated paths on empathetic self-regulation: anticipated emotions (positive and negative) lead to desire, and desire positively influences promotion actions and negatively influences prevention actions. Interestingly, perceived behavioral control moderates the relationship between anticipated positive emotions and desires. When consumers perceived an increase in behavioral control, the influence of their positive emotions on their desires became weaker, aligning with the theory of self-regulation. The findings described the self-regulation procedures involved in tourists’ decision processes, which revealed a meaningful socio-psychological aspect influenced by internal and external resources. The findings advance the understanding of the empathetic self-regulation process involved in seeking canine companionship in order to develop a profitable vacation model for the right target market segment.

KEYWORDS:

• Canine companionship
• desire
• empathetic self-regulation
• consumer behavior
• travel