The Effects of Superstition as Destination Attractiveness on Behavioral Intention

Abstract

Superstitious beliefs date back thousands of years and continue to the present, and research suggests that superstitious beliefs have a robust influence on product satisfaction and decision making under risk. The study therefore examines how superstition attitude will impact potential touristsâ intention to visit a destination so that relevant organizations (e.g. destination management/marketing organizations) could better understand potential touristsâ behaviors, identify a niche market encompassing those prone to superstition, and tailor the tourism products to the needs and beliefs of potential tourists. The study used a survey instrument which consists of four components: the scale of Superstition as Destination Attractiveness (SADA), the revised Paranormal Belief Scale, the measurement of Intention to Visit, and respondentsâ demographics and travel experiences. A mixed-method data collection procedure was adopted to populate the sample. A total of 323 questionnaires were collected from Virginia Tech students, at both undergraduate and graduate level. A multiple regression analysis method was employed for hypothesis testing. The result of the data analysis supported both hypotheses, and the study finds that the more positive potential touristsâ attitude is about superstition, the more likely they are to visit a destination with superstition as its attractiveness, and the more trait of superstition a potential tourist bears, the stronger the relationship between potential touristsâ attitude about superstition and their intention to visit a destination with superstition as its attractiveness. Implications and future studies were suggested based on the findings of the study.