Impact of travelers' consumer ethnocentrism on purchase and behavior intention: moderating effect of implicit prejudice

Abstract

AbstractThis study investigated the effects of rigid thinking, ideology, and explicit and implicit prejudices on consumer ethnocentrism. Explicit and implicit prejudices significantly affected consumer ethnocentrism, but not travel behavioral intention. Among the three variances—Asian–European American, skin tone, and Arab‐Muslim Implicit Association Test (IAT)—used as implicit prejudice control variables, only implicit prejudice regarding Arab‐Muslim names significantly affected travel product purchase intention and travel behavior. The results revealed that consumers with strong consumer ethnocentrism are likely to avoid purchasing overseas travel products. These findings suggest the introduction of customized tourism marketing methods in countries with strong ethnocentrism.