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The Impact of Tourist Destinations’ Cute Mascots on Tourists’ Citizenship Behavior
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DOI：10.1080/1528008X.2025.2541846.png)
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Abstract
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This study conducted three experiments to investigate the mechanism and boundary conditions of the effect of cute mascots on tourists’ citizenship behavior in tourist destinations. The results show that the inclusion of cute mascots in destination advertisements enhances tourist citizenship behavior, destination attachment mediates this influence process, and tourist self-congruity plays a moderating role; moreover, the higher the tourists’ self-congruity, the stronger the cute mascot effect. These findings enrich the research literature on cute mascots and tourist citizenship behavior and provide insights into the creation of tourist value in tourism destinations using cute mascots.
Keywords:
Tourist destinations
cute mascots
destination attachment
tourist citizenship behavior
tourist self-congruity
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