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Effects of personification and anthropomorphic tendency on destination attitude and travel intentions

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  • Letheren, Kate
  • Martin, Brett A.S.
  • Jin, Hyun Seung

Abstract

This research examined how individual differences in anthropomorphic tendency (the tendency to humanize non-human agents/objects) influence how people respond to destination marketing communications. Specifically, this study examined whether individual-level anthropomorphic tendency and text-personification of destination marketing communications interact to influence destination attitude and travel intentions. Results from a study involving 210 Australian participants revealed that destination attitude and travel intentions were most favorable for people with high levels of anthropomorphic tendency and who were exposed to personified tourism messages. These findings indicate that text-personification represents a new communication tactic for tourism – particularly for target consumers who are high in anthropomorphic tendency – and one that can humanize the destination leading to more favorable attitudes and higher intentions to travel. This effect is mediated by positive emotions. People with high anthropomorphic tendency who are exposed to a personified advertisement feel more positive emotions, which lead to positive tourism outcomes.

Suggested Citation

  • Letheren, Kate & Martin, Brett A.S. & Jin, Hyun Seung, 2017. "Effects of personification and anthropomorphic tendency on destination attitude and travel intentions," Tourism Management, Elsevier, vol. 62(C), pages 65-75.
    • Handle: RePEc:eee:touman:v:62:y:2017:i:c:p:65-75
    DOI: 10.1016/j.tourman.2017.03.020
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    References listed on IDEAS

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    Cited by:

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    2. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Basha, Norazlyn Kamal & Soutar, Geoff, 2021. "The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    3. Li, Sixian & Peluso, Alessandro M. & Duan, Jinyun, 2023. "Why do we prefer humans to artificial intelligence in telemarketing? A mind perception explanation," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Guanghui Qiao & Shuai Peng & Bruce Prideaux & Man Qiao, 2019. "Identifying Causes for the Decline in International Arrivals to China−Perspective of Sustainable Inbound Tourism Development," Sustainability, MDPI, vol. 11(6), pages 1-18, March.
    5. Li, Yuan (William) & Wan, Lisa C. & Luo, Xiaoyan & Wu, Chuanlong, 2023. "If museum treasures could talk: How anthropomorphism increases favorable visitor responses," Annals of Tourism Research, Elsevier, vol. 99(C).
    6. Lee, Seonjeong (Ally) & Oh, Haemoon, 2021. "Anthropomorphism and its implications for advertising hotel brands," Journal of Business Research, Elsevier, vol. 129(C), pages 455-464.
    7. Quang-An Ha & Phuong Nhi Nguyen Pham & Long Hoang Le, 2022. "What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 835-859, December.

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