Country-Related Emotions as Mediators of the Relationship between Country Stereotype Dimensions and Intensions to Visit a Country
(A2019-8108)

AUTHORS

Milena Micevski, University of Vienna; Jennifer Erdbrügger , University of Vienna; Adamantios Diamantopoulos , University of Vienna

KEYWORDS

Country-of-origin; Stereotype Content Model; Tourism destination

ABSTRACT

The present study draws from social psychology theory to investigate the mediating role of country-triggered emotions in the relationship between country stereotypes and intentions to visit a country. Applying the Stereotype Content Model (SCM) for conceptual guidance, we show that the competence and warmth dimensions of country stereotypes influence country-related emotions of admiration which, subsequently, transfer to intentions to visit a country. These effects are moderated by extraversion levels of the consumer. Theoretical and managerial implications of the findings are discussed and future research directions are identified.