Promoting Country Image and Tourism in New or Underdeveloped Markets
本研究将刻板印象内容模型应用于新兴市场旅游推广，发现感知地位直接影响国家与旅游态度，温暖感主导旅游态度预测，且文化维度调节这些关系，对欠发达市场旅游营销有指导意义。
In this paper, the theoretical framework of the Stereotype Content Model (SCM) was applied in the context of a host country promoting its tourism to new or underdeveloped markets. The host country’s perceived Warmth, Competence and Status were each relevant to an understanding of the attitude toward the country itself and as a tourism destination. However, in both instances, the influence of perceived Status was found to be direct and not, as existing SCM theory suggests, via Competence. The findings support Status being a primary dimension of human perception alongside Warmth and Competence within SCM theory. Warmth evaluations also dominated the prediction of Tourism Attitude but not Country Attitude, again contrary to established thinking. The influence on Tourism Attitude of both Uncertainty Avoidance and Individualism/Collectivism were moderated by the perceived Warmth and Status of the host country. Thus, the SCM requires adaptation to the context of tourism in underdeveloped markets.