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EMAC 2019 Annual Conference

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

Published: May 28, 2019


Milena Micevski, University of Vienna; Jennifer Erdbr├╝gger , University of Vienna; Adamantios Diamantopoulos , University of Vienna


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


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.