Unveiling the mediating effects of destination gender on tourist loyalty

Abstract

ABSTRACT As an arising branding tool, how destination gender affects tourist loyalty remains unclear. This study unveiled mechanisms between destination masculinity/femininity and tourist loyalty based on a cognition – affection – conation framework, and further compared relative importance of destination gender subdimensions. Results with 427 usable responses showed that: (1) destination femininity had a stronger positive impact than masculinity on tourist loyalty; (2) gender identity congruity and tourism experience memorability played separate and sequential mediating roles; (3) subdimensions showed differential importance in explaining post-travel outcomes. Tourist loyalty is illustrated from a new angle of destination gender, which sheds light on destination anthropomorphic marketing.