The influence of sensory reference cues in the willingness to visit a destination

Abstract

The present study is based on a study by Gosh and Sarkar (2016), adapted to a different environment and culture: Porto – Portugal. Following the suggestions of the authors, this study includes a new variable: consumer personality traits. Summing up, the present study aims to understand the relevance of sensory reference cues in destination emotion, which subsequently influences the willingness to visit the destination under promotion. Personality traits are treated as a moderator for the relevance of sensory cues in destination emotion. This study presents also relevant differences relatively to Ghosh and Sarkar’s (2016): the destination promotion is now done through video promotion and not static image; it is applied to the Best European Destination in 2016, with a bright new place branding, and includes a sample with more than 40 nationalities. The results of the study did not confirm two of the hypotheses stated, namely that sensory information positively influences individual’s destination emotion and that the relationship between sensory information and destination emotion is positively influenced by individual’s personality trait. Although these hypotheses were not statistically confirmed, results reveal that the data consistently point in the direction of the hypothesized relations.

Date of Award	12 May 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)