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

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