Operationalizing Psychological Distance in Tourism Marketing

Gelareh Abooali, Badaruddin Mohamed


International tourism has emerged as an important earner industry for a country’s economy. It has a significant
position in national economic development and needs a continuous evaluation. To do so, it is imperative to
understand the dynamics of global tourists’ behaviours, perceptions and the ways that tourists evaluate their
destinations. The present research endeavours to consider the application of psychological distance in tourism
marketing. Psychological distance has been applied in marketing research and refers to the gap or differences
that an individual perceives between his/her home country and a foreign country. In tourism context, this gap can
be regarded as a perceived gap between tourists’ home country and the destination. The current review aims to
investigate the application of psychological distance in tourism context. Furthermore, the presented measuring
items for psychological distance are adopted from marketing-related studies; in addition to the further measuring
items which were suggested through reviewing tourism-related literature.

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DOI: https://doi.org/10.5539/ijbm.v7n12p173

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