The Influence of Emotions and Country Stereotypes on Destination Image and Word of Mouth

Emotions can be considered crucial factors influencing decision-making, evaluations and the overall perception of tourism destinations. In this regard, emotions can even be seen as more important than cognitive evaluations since high levels of positive sensory stimulation can themselves become a motive for travelling to a particular destination. Furthermore, relevant studies in international marketing research suggest that country stereotypes can also impact consumer perceptions of products or services of a particular country and consequently influence destination image. Drawing on the Appraisal Tendency Framework and the Stereotype Content Model, we argue that basic emotions and country stereotypes are automatically triggered by country of origin cues simultaneously impacting destination image and further behavioural outcomes such as word of mouth. Such a study of basic emotions and country stereotypes in the context of destination image has important theoretical and managerial contributions. Theoretically, it extends the analysis of country of origin effects and the underlying mechanisms of basic emotions triggered by country of origin with regards to destination image. From a managerial perspective, our study helps identifying specific elements relevant for the implementation of destination marketing strategies. Especially destinations suffering from a rather negative image or negative stereotypical association, (i.e. developing countries or specific tourism destinations within conflict-ridden regions), could benefit from this research.