Negative symbolic aspects in destination branding: Exploring the role of the ‘undesired self’ on web-based vacation information search intentions among potential first-time visitors

Abstract

Tourist destination choices depend, among other factors, on the match between the destination’s personality image and consumers’ self-concept, in line with self-image congruence theory. Motives also mediate this relationship, yet tourism research largely neglects the influence of avoidance motives. This study applies the product-based construct of undesired congruity, or consumers’ tendency to avoid undesired stereotypical images, to the context of web-based vacation destination information search intentions among potential first-time visitors. Undesired congruity relates negatively to willingness to search for destination-related information online and serves as an additional predictor, beyond established relevant factors for pre-visit choice contexts. Moreover, it overrides the influence of established, telic, approach motive constructs, which implies its principal role in early destination-related decision making. The findings have practical implications for market research in tourism, as well as for destination branding.