Marketing to Tourists from Unfriendly Countries: Should We Even Try?
通过实验研究政治经济冲突背景下，促销材料对潜在游客目的地形象感知、态度和行为意向的影响，发现敌意等心理特征会抑制营销效果。
This study employs a two-group pretest–posttest experimental design to investigate to what extent promotional materials affect the image perceptions, attitudes, and behavioral intentions of potential tourists toward a country-vacation destination in a situation of political and economic conflict between the two nations. Specifically, the study focuses on such psychographic characteristics of tourists as animosity toward the destination country, national attachment to their own country, and consumer ethnocentrism to investigate whether these traits can inhibit the effectiveness of the promotional materials. The findings of the study indicate that intermediate effects of destination advertising include changes in perceptions of country values and overall attitudes. The results also suggest that the amount of change depends on the individual’s level of psychographic variables, most notably animosity.