Domestic Yet Foreign? Tourists’ Responses to Abroad-at-Home Framing
研究发现将国内目的地定位为国外替代品的“在家出国”框架会降低游客访问意愿，但这一负面效应取决于游客对国外参照地的熟悉度和目的地外国相关遗产的感知，熟悉度高或遗产感知强时效应减弱甚至逆转。
“Abroad-at-home” (ABH) framing, positioning domestic destinations as local alternatives to foreign locales, has gained practical attention but limited academic focus. This research finds that ABH framing reduces visit intentions, but this negative effect is contingent on familiarity with the foreign counterpart and the perceived heritage related to the destination’s foreignness. Specifically, when familiarity or perceived heritage is high, this negative effect is mitigated or reversed. We propose a dual-process model where ABH framing triggers both impaired mental simulation (negative pathway) and enhanced perceived novelty (positive pathway). Theoretically, this work clarifies when, why, and how ABH framing influences tourist responses, revealing that its effect depends on the dual-process competition between mental simulation and perceived novelty, moderated by familiarity and perceived heritage. Practically, ABH destinations should target well-known foreign counterparts, boost tourists’ familiarity through informational or visual cues, or highlight foreign-related heritage signals in their marketing materials.