The role of consumers’ country images and country biases in the globalized marketplace

Kock, F 2018, The role of consumers’ country images and country biases in the globalized marketplace, Doctor of Philosophy (PhD), Economics, Finance and Marketing, RMIT University.


Document type: Thesis
Collection: Theses

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Title The role of consumers’ country images and country biases in the globalized marketplace
Author(s) Kock, F
Year 2018
Abstract How do consumers orient themselves and form their preferences in the globalized marketplace? The present dissertation examines this question through two different, yet related, research angles. First, consumers can draw on the various mental representations they have stored in their minds about a particular country (i.e. country images). Second, consumers can derive preference and behavioral implications from positive or negative country biases that they harbor, often subconsciously, to a particular foreign country or their homeland. The existing literature on country images is extensive, yet significantly constrained by the ongoing conceptual and operational ambiguities that surround it. The present research solves many of these ambiguities for one of the most prominent and frequently used constructs in tourism research: destination image.

Compared to the research of country images, the literature on country biases is still in its infancy. In tourism research, research on country biases is non-existent, making the present dissertation the first academic account thereof. Specifically, the construct of tourism ethnocentrism is conceptualized, operationalized and nomologically validated, thereby constituting an initial and timely contribution to understand the rise of patriotism the world over, and its consequences for tourism. Next, and in a related vein, a dearth of research on xenophobia in the marketing literature is identified, theoretically underpinned by seminal psychology research and empirically examined in multiple studies. This dissertation concludes by discussing the implications of the findings yielded herein for research, managers and policy-makers.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Economics, Finance and Marketing
Subjects Tourist Behaviour and Visitor Experience
Marketing not elsewhere classified
Tourism Marketing
Keyword(s) destination image
tourism ethnocentrism
consumer xenophobia
destination content model
country bias
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Created: Mon, 02 Jul 2018, 11:09:55 EST by Denise Paciocco
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