Conceptualization of an Integrative Tourism Affinity and Animosity Model Applied in a German-Turkish Context

Abstrakt

Purpose: This study contributes to the novel research line “biases in tourism” and presents an initial test of an integrative tourism animosity and tourism affinity model in the context of German tourists and their willingness to visit (WTV) Turkey and provide positive word of mouth (pWOM).
Methodology: Two studies are conducted, one qualitative and one quantitative. The qualitative exploratory study consists of 7 interviews. Quantitative data is gathered through an online questionnaire and Cronbach’s alpha connected with regression analysis is employed on a total of 193 valid answers. The development of the scale follows the consumer biases literature employing a non-context-specific scale.
Findings: Specifically, the authors identify the defining conceptual characteristics of the Tourism Affinity and Tourism Animosity construct with its multidimensional key drivers. The study proves with a high significance the negative impact of tourism animosity on WTV and pWOM, the positive impact of tourism affinity on WTV and pWOM, as well as the positive impact of pWOM on WTV. Furthermore, different significant dimensions driving tourism biases are identified and discussed.
Originality: This is the first study to firstly conceptualize tourism affinity and tourism animosity, and secondly to combine them in a multidimensional construct. Implications: Theoretical, managerial and government implications are presented on a general and more level. By using tourism affinity drivers as a tool, tourism managers and policy makers can create marketing strategies to overcome the effects of tourism animosity.
Keywords: Tourism animosity, tourism affinity, tourism research, pWOM, WTV, specific country biases, Germany, Turkey. Paper type: Master Thesis