The battle of the socials: Which socially symbolic factors best predict intent to travel?

Casey Moran, B. Bynum Boley, Kyle M. Woosnam, Evan Jordan, Carol Kline, Whitney Knollenberg

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Tourists are flooded with travel options making competition fierce within their consideration sets. While most research emphasizes the functional attributes of destinations, as narcissism becomes more normalized, it is of increasing interest to examine the influence socially symbolic factors have on tourist decision making. Therefore, this study sought to examine the efficacy of four different socially symbolic predictors of travel—social norms, social self-concept (actual and ideal), and social return—for predicting a person's likelihood to travel to Cuba across three time horizons (1 year, 5 years, and 10 years). Results from a panel of 785 U.S. travelers found social norms to be the best predictor of travel across all three time horizons with social return also being significant across all time horizons. Implications to destination marketing are discussed such as some socially symbolic variables being easier to operationalize in marketing campaigns compared to others (e.g. social return vs. social norms).

Original languageEnglish (US)
Pages (from-to)324-327
Number of pages4
JournalTourism Management
Volume68
DOIs
StatePublished - Oct 1 2018

Fingerprint

Social Norms
Marketing
travel
marketing
tourist
narcissism
Decision making
Cuba
self-concept
campaign
decision making
human being
time
norm
Factors
Time horizon
Social norms
Social returns
Predictors
Tourists

Keywords

  • Cuba
  • Destination choice
  • Social return
  • Socially symbolic predictors of travel
  • Tourist decision making

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

Cite this

Moran, C., Boley, B. B., Woosnam, K. M., Jordan, E., Kline, C., & Knollenberg, W. (2018). The battle of the socials: Which socially symbolic factors best predict intent to travel? Tourism Management, 68, 324-327. https://doi.org/10.1016/j.tourman.2018.03.023

The battle of the socials : Which socially symbolic factors best predict intent to travel? / Moran, Casey; Boley, B. Bynum; Woosnam, Kyle M.; Jordan, Evan; Kline, Carol; Knollenberg, Whitney.

In: Tourism Management, Vol. 68, 01.10.2018, p. 324-327.

Research output: Contribution to journalArticle

Moran, C, Boley, BB, Woosnam, KM, Jordan, E, Kline, C & Knollenberg, W 2018, 'The battle of the socials: Which socially symbolic factors best predict intent to travel?', Tourism Management, vol. 68, pp. 324-327. https://doi.org/10.1016/j.tourman.2018.03.023
Moran, Casey ; Boley, B. Bynum ; Woosnam, Kyle M. ; Jordan, Evan ; Kline, Carol ; Knollenberg, Whitney. / The battle of the socials : Which socially symbolic factors best predict intent to travel?. In: Tourism Management. 2018 ; Vol. 68. pp. 324-327.
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