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How subjective knowledge influences intention to travel

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  • Tassiello, Vito
  • Tillotson, Jack S.

Abstract

This study analyzes tourist intention in the early phase of the tourists' decision-making process. Through correlations and web-experiments, we trace subjective knowledge through the tourists' accumulation of diagnostic cues inherent in a destination and the ways tourists falsely believe that having more knowledge can be beneficial. This research uncovers the negative relationship between tourists' subjective knowledge about a destination and their intention to travel. Subjective knowledge psychologically activates a higher degree of self-congruity with a destination, impregnating the destination with a sense of familiarity that curbs the intention to travel. The results indicate that practitioners need to understand the way that congruence between market-generated materials and tourists' sense of self can counterintuitively clog the decision-making process at the early stages.

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  • Tassiello, Vito & Tillotson, Jack S., 2020. "How subjective knowledge influences intention to travel," Annals of Tourism Research, Elsevier, vol. 80(C).
    • Handle: RePEc:eee:anture:v:80:y:2020:i:c:s0160738319302087
    DOI: 10.1016/j.annals.2019.102851
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