Tourists’ fresh start mindset in destination marketing

Jiménez-Barreto, J ORCID: https://orcid.org/0000-0002-1953-6863, Campo, S, Cerdá-Mansilla, E ORCID: https://orcid.org/0000-0002-8518-7120, Gutiérrez-Taño, D and Sthapit, E ORCID: https://orcid.org/0000-0002-1650-3900 (2025) Tourists’ fresh start mindset in destination marketing. Journal of Destination Marketing and Management, 37. 101002. ISSN 2212-571X

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Abstract

Although tourism research has examined the reasons why people have life-changing motivations related to traveling, destination managers still lack clarity on their effects on tourists' intentions and behaviors. In response to this question, the authors investigate one of these life-changing motives: the fresh start mindset. This investigation employs a multimethod approach to examine its antecedents and outcomes and how tourism marketing-controlled factors moderate this perceptual mechanism at the pre-visit stage. This study ultimately showcases communication tactics that destination managers can use to maximize tourists’ fresh start mindset by employing metaphorical persuasive techniques.