Residents' engagement in developing destination mascots: a cognitive appraisal theory-based perspective

Destination mascots have attracted some research interest, but more needs to be done. This study aims to explore destination mascots from a cognitive appraisal theory-based perspective. The results showed that an ideal destination mascot consisted of five characteristics: local representation and en...

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Bibliographic Details
Published in:Journal of travel & tourism marketing 2023-02, Vol.40 (2), p.151-168
Main Authors: Xu, Jing (Bill), Pratt, Stephen, Yan, Libo
Format: Article
Language:English
Subjects:
cognitive appraisal theory
community citizenship behavior
Destination mascot
emotions
personality
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Summary:Destination mascots have attracted some research interest, but more needs to be done. This study aims to explore destination mascots from a cognitive appraisal theory-based perspective. The results showed that an ideal destination mascot consisted of five characteristics: local representation and engagement, signature items and images, future, cuteness and fun, and tradition. "Local representation and engagement" and "cuteness and fun" were found to influence residents' community citizenship behavior through emotions. "Future" directly influenced community citizenship behavior, but this relationship was subject to moderation by place identity. This paper contributes to the literature by offering a deeper understanding of destination mascots.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2023.2227858