Destination Gender: Scale Development and Cross-cultural Validation

Keywords

Destination gender; Femininity; Gender identity congruity; Masculinity; Scale development

Abstract

Destination gender traits have attracted considerable attention in the tourism marketing literature, inspired by the concept of branding. A scale to measure destination gender with a Chinese sample is first developed and validated in this study. Then, the scale is tested with a Western sample for comparison. Results show that destination gender is a second-order construct encompassing two first-order constructs (i.e., masculinity and femininity) and their sub-dimensions. Ultimately, a 25-item Destination Gender Scale (DGS) is assembled with four sub-dimensions of masculinity (i.e., dominance , vigor , courage , and competence) and four sub-dimensions of femininity (i.e., grace , softness , gorgeousness , and kindheartedness). Nomological validity results suggest that destination gender is positively related to individuals' actual/ideal gender identity congruity and revisit intentions irrespective of their biological sex. This study contributes to the destination branding literature by considering destination image through a gender-based lens and presenting a reliable tool to assess destination gender. Destination managers can apply these findings to develop efficient marketing tactics around salient destination gender traits.

Publication Date

4-1-2021

Original Citation

Pan, L., Lu, L., & Zhang, T. (2021). Destination gender: Scale development and cross-cultural validation. Tourism Management, 83, N.PAG. https://doi.org/10.1016/j.tourman.2020.104225

Document Type

Paper

Language

English

Source Title

Tourism Management

Volume

83

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

This document is currently not available for download.

View via DOI


Share

COinS
 

Accessibility Statement

This item was created or digitized prior to April 24, 2027, or is a reproduction of legacy media created before that date. It is preserved in its original, unmodified state specifically for research, reference, or historical recordkeeping. In accordance with the ADA Title II Final Rule, the University Libraries provides accessible versions of archival materials upon request. To request an accommodation for this item, please submit an accessibility request form.