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Selling cute destinations to East Asia

Hoffer Lee (Macau University of Science and Technology, Taipa, China)
Libo Yan (Macau University of Science and Technology, Taipa, China)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 2 September 2020

Issue publication date: 19 July 2021




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.


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.


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.


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.



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.



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Copyright © 2020, Emerald Publishing Limited

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