Xenocentrism and Ethnocentrism on Travel Destination’s Purchase Intentions in South Africa: Consumer Behavior Post-Pandemic

Abstract

This study explored the role of xenocentrism (XEN) and ethnocentrism (ETH) theories in the decision-making process for travel destinations for South African tourist consumers. This study aimed to investigate the impact of XEN and ETH on attitude towards the product (ATP) and perceived purchase intention (PPI) and the role of motivation (MOT) and information (INF) in those relationships. An online survey was used to collect the data for this study, and it was analyzed using CFA and SEM. Findings indicate that XEN impacts ATP for foreign products, resulting in a preference for imported goods. In contrast, ETH significantly impacts PPI, encouraging people to prioritize domestic products. Also, MOT influenced PPI and mediated the relationship between INF and PPI, and INF influenced MOT, ATO, and ETH. Managers should use cultural sensitivity in marketing strategies to target foreign and local consumers with unique tastes and beliefs and enhance perceived value through high-quality products and local sourcing. Emphasizing foreign characteristics in xenocentric markets and local sourcing in ethnocentric markets can enhance perceived value.