Selling cute destinations to East Asia

Abstract

Purpose

A multidimensional scale was developed to measure the cuteness experience a destination can offer. In doing so, this paper attempts to explore the implications of the cuteness aesthetics for destination marketing.

Design/methodology/approach

The procedure of scale development was followed. A survey was administered to a college student sample. The scale of cuteness experience was validated. A four-point scale turned out to be effective in terms of measurement.

Findings

The results show that cuteness experience of a destination consists of five dimensions: smallness, irregularity, roundness, lightness and creativity.

Research limitations/implications

The cuteness attributes have significant implications for promoting destinations to the East Asian markets, which have seen the rise of the cute culture in recent decades.

Originality/value

This study identified a unique selling point of destinations, namely, cuteness as a destination attribute. The study results also contribute to understanding of destination personality by drawing attention to the childlike personality trait: cuteness.

Citation

Lee, H. and Yan, L. (2021), "Selling cute destinations to East Asia", Journal of Hospitality and Tourism Insights, Vol. 4 No. 3, pp. 282-299. https://doi.org/10.1108/JHTI-04-2020-0039