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Tourist–Host Identity Risk: Scale Development and Consequences

Fong, Lawrence Hoc Nang; Zhang, Carol Xiaoyue; Wang, Ziyou

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Authors

Lawrence Hoc Nang Fong

CAROL ZHANG Carol.Zhang@nottingham.ac.uk
Associate Professor

Ziyou Wang



Abstract

Risk perception has been an important construct in understanding tourists’ trip planning. Surprisingly, while tourists’ perceived tourist–host identity risk (THIR) plays an essential role in this process, its effects have been overlooked. Against this backdrop, this study develops a THIR scale and investigates how it shapes the intention of mainland Chinese tourists to revisit Hong Kong, and also investigates the spread of positive word-of-mouth (WoM) by conducting multiple online surveys with mainlanders. The results show that THIR is a uni-dimensional construct which is robustly measured by 12 items. It undermines revisit intention and the spread of positive WoM because of lower emotional solidarity followed by anticipation of unpleasant experience. This negative serial mediation is weaker for people who have a strong Chinese identity and perceive high THIR of an alternative destination (Macao). Meaningful implications are provided for destination marketers.

Citation

Fong, L. H. N., Zhang, C. X., & Wang, Z. (2023). Tourist–Host Identity Risk: Scale Development and Consequences. Journal of Travel Research, 62(7), 1588-1604. https://doi.org/10.1177/00472875221127680

Journal Article Type Article
Acceptance Date Sep 2, 2022
Online Publication Date Oct 15, 2022
Publication Date 2023-09
Deposit Date Sep 20, 2022
Publicly Available Date Mar 29, 2024
Journal Journal of Travel Research
Print ISSN 0047-2875
Electronic ISSN 1552-6763
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 62
Issue 7
Pages 1588-1604
DOI https://doi.org/10.1177/00472875221127680
Keywords Tourism, Leisure and Hospitality Management; Transportation; Geography, Planning and Development
Public URL https://nottingham-repository.worktribe.com/output/11465229
Publisher URL https://journals.sagepub.com/doi/10.1177/00472875221127680

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