From Country Stereotypes to Country Emotions to Intentions to Visit a Country: Implications for a Country as a Destination Brand

Milena Micevski, Adamantios Diamantopoulos, Jennifer Erdbrügger

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This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country stereotypes and intentions to visit a country as well as the boundary conditions under which such mediation occurs.

Two-hundred and eighty-three consumers participated in a between-subjects, Web-based study conducted in Hungary. Participants were randomly exposed to one out of six countries that are among the most popular tourist destinations for Hungarian consumers. Moderated-mediation analysis was performed to test the research hypotheses.

Country stereotypes of competence and warmth positively influence country-related emotions of admiration which, subsequently, transfer to consumer intentions to visit the focal country as a tourism destination. This mediation is moderated by consumers’ extraversion, such that intentions to visit are greater for highly extraverted consumers.

Research limitations/implications
Policymakers should take into consideration both the country stereotype and related emotions triggered by this stereotype when developing and promoting the country destination brand. Practitioners should also consider extraversion as a potential personality-based segmentation and targeting variable when communicating a country as a destination brand.

This study delineates the link between country stereotype and affective responses to this stereotype, thus further adding to our understanding of the role that emotions play in determining tourism behavior. It also highlights the role of the personality trait of extraversion as a moderating influence on the stereotype-emotions-visit intentions link.
Original languageEnglish
JournalJournal of Product and Brand Management
Issue number1
Pages (from-to)118-131
Number of pages14
Publication statusPublished - 2021
Externally publishedYes


  • Country-of-origin
  • Stereotype content model
  • Tourism desitnation
  • Intentions to visit
  • Country emotions
  • Country stereotypes

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