Tourists' Need for Uniqueness as a Representation of Differentiated Identity

KARAGÖZ D., Uysal M.

JOURNAL OF TRAVEL RESEARCH, vol.61, no.1, pp.76-92, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 61 Issue: 1
  • Publication Date: 2022
  • Doi Number: 10.1177/0047287520972804
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, ABI/INFORM, Aerospace Database, Business Source Elite, Business Source Premier, CAB Abstracts, Communication Abstracts, Geobase, Hospitality & Tourism Complete, Metadex, Psycinfo, Civil Engineering Abstracts
  • Page Numbers: pp.76-92
  • Keywords: need for uniqueness, object-based authenticity, existential authenticity, emotions, behavioral intentions, heritage tourism, nationality, partial least squares, DESTINATION IMAGE, CONSUMERS NEED, AUTHENTICITY, SELF, CULTURE, IMPACT
  • Anadolu University Affiliated: Yes


This study aims to examine the relationship between tourists' need for uniqueness (TNFU), perceived authenticity, tourists' emotions, and their behavioral intentions in a heritage context. A proposed conceptual model is tested using the data generated from a convenient sample of 474 tourists visiting Cappadocia Goreme National Park, a natural and cultural heritage destination in Turkey. Using the partial least squares technique, the findings confirm that tourists' need for uniqueness influences object-based authenticity and existential authenticity. Object-based authenticity and existential authenticity affect tourists' emotions. Also, the tourist's emotions affect their behavioral intentions. The model is further examined from a nationality perspective through a multigroup analysis. The effect of avoidance of similarity on TNFU is greater in European tourists. Also, the effect of TNFU on object-based authenticity is greater in Asian tourists. Further, the effect of object-based authenticity on tourists' emotions is greater in Asian tourists. Discussions and implications for destination marketers, limitations, and suggestions for future research are also provided.