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%T Negative symbolic aspects in destination branding: exploring the role of the 'undesired self' on web-based vacation information search intentions among potential first-time visitors %A Bosnjak, Michael %J Journal of Vacation Marketing %N 4 %P 323-330 %V 16 %D 2010 %@ 1356-7667 %> https://nbn-resolving.org/urn:nbn:de:0168-ssoar-450693 %X Tourist destination choices depend, among other factors, on the match between the destination’s personality image and consumers’ self-concept, in line with self-image congruence theory. Motives also mediate this relationship, yet tourism research largely neglects the influence of avoidance motives. This study applies the product-based construct of undesired congruity, or consumers’ tendency to avoid undesired stereotypical images, to the context of web-based vacation destination information search intentions among potential first-time visitors. Undesired congruity relates negatively to willingness to search for destination-related information online and serves as an additional predictor, beyond established relevant factors for pre-visit choice contexts. Moreover, it overrides the influence of established, telic, approach motive constructs, which implies its principal role in early destination-related decision making. The findings have practical implications for market research in tourism, as well as for destination branding. (author's abstract) %C DEU %G en %9 journal article %W GESIS - http://www.gesis.org %~ SSOAR - http://www.ssoar.info