Purpose

The main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA).

Design/methodology/approach

The conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses.

Findings

The study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment.

Practical implications

The research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations.

Originality/value

This paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.

中文翻译：

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目的地性别对目的地品牌依恋和品牌喜爱度重要吗？目的地参与的调节作用

目的

本文的主要目的有两个：（1）调查目的地性别个性、目的地刻板印象、品牌依恋和目的地品牌喜爱之间尚未探索的联系；（2）研究目的地参与在目的地刻板印象和目的地品牌喜爱之间的调节作用。目的地品牌附件（DBA）。

设计/方法论/途径

概念模型采用定性方法进行评估（即三个焦点小组、六名学术专家和一项试点研究）。此外，通过系统随机抽样，对 610 名访问过埃及的国际旅行者进行了实证研究，并使用 AMOS 23 的结构方程模型 (SEM)、验证性因素分析和探索性因素分析，对 8 个假设进行了分析和检验。

发现

研究结果表明，目的地性别在增强刻板印象方面发挥着至关重要的作用，刻板印象对依恋产生积极影响，而 DBA 对目的地品牌喜爱度产生积极影响。最后，结果表明，目的地参与调节了刻板印象的热情和能力对目的地依恋的双重影响。

实际影响

该研究支持了社会认知机制对于目的地品牌认知至关重要的论点。它为客户的目的地品牌认知与其对目的地的反应之间的关联提供了新的理解。

原创性/价值

本文利用社会角色 (SR) 理论和刻板印象内容模型 (SCM) 分析目的地性别个性、刻板印象、DBA 和目的地品牌喜爱的新颖模型，为旅游文献做出贡献。除了尝试这项任务之外，它还使用阐述可能性模型探讨了目的地参与在刻板印象和目的地依恋之间的关联中的调节作用。