Abstract

In today’s world of ideological polarization, ideological events held in a destination may affect potential visitors’ visit intention and trust toward the destination. A quasi-experimental study was used where liberal and conservative potential visitors were exposed to two opposing ideological events (for versus against same-sex marriage event) to be held in a destination. After the exposure to one of these two conditions, participants were then asked about their visit intention and trust and toward the destination. Liberals were significantly more willing to visit a destination during an against same-sex marriage event (against-event) than a for same-sex marriage event (for-event). However, if liberals’ trust toward the destination was damaged when the destination hosted the against-event, then they were less likely to visit the destination. Conservatives’ visit intention and trust toward a destination were not affected differently when exposed to a for- or against-event held in the destination.

摘要

在当今意识形态两极分化的世界中，目的地中发生的意识形态事件可能会影响潜在访客的访问意图和对目的地的信任。使用了一项准实验研究，在该实验中，自由派和保守派潜在访问者暴露于要在目的地举行的两个对立的意识形态事件（赞成或反对同性婚姻事件）。在暴露于这两种情况之一之后，然后向参与者询问他们的访问意图和信任以及前往目的地的信息。自由主义者显著更愿意在一个反对同性婚姻事件（一个参观景点对事件比）为同性婚姻事件（对事件）。但是，如果在目的地托管自由主义者时，自由主义者对目的地的信任受到了损害对抗事件，那么他们访问目的地的可能性就较小。保守党的参观意向和信任朝着目的地时，暴露在不影响不同换或对事件的目的地举行。