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Tourists’ Need for Uniqueness as a Representation of Differentiated Identity

2020; SAGE Publishing; Volume: 61; Issue: 1 Linguagem: Inglês

10.1177/0047287520972804

1552-6763

Deniz Karagöz, Muzaffer Uysal,

Halal products and consumer behavior

This study aims to examine the relationship between tourists’ need for uniqueness (TNFU), perceived authenticity, tourists’ emotions, and their behavioral intentions in a heritage context. A proposed conceptual model is tested using the data generated from a convenient sample of 474 tourists visiting Cappadocia Göreme National Park, a natural and cultural heritage destination in Turkey. Using the partial least squares technique, the findings confirm that tourists’ need for uniqueness influences object-based authenticity and existential authenticity. Object-based authenticity and existential authenticity affect tourists’ emotions. Also, the tourist’s emotions affect their behavioral intentions. The model is further examined from a nationality perspective through a multigroup analysis. The effect of avoidance of similarity on TNFU is greater in European tourists. Also, the effect of TNFU on object-based authenticity is greater in Asian tourists. Further, the effect of object-based authenticity on tourists’ emotions is greater in Asian tourists. Discussions and implications for destination marketers, limitations, and suggestions for future research are also provided.