Title: The influence of consumer cosmopolitanism and ethnocentrism tendencies on the purchase and visit intentions towards a foreign country

Authors: Ana Sousa; Helena Nobre; Minoo Farhangmehr

Addresses: School of Economics and Management (EEG), University of Minho, Braga, Portugal; GOVCOPP, University of Aveiro, Aveiro, Portugal ' DEGEIT, GOVCOPP, University of Aveiro, Aveiro, Portugal ' School of Economics and Management (EEG), University of Minho, Braga, Portugal

Abstract: A successful integrated strategy across national borders helps companies to target potential consumers in the global market. The purpose of this paper is to understand the role of cosmopolitanism and ethnocentrism on consumers' preferences for domestic versus foreign products and their visiting intentions. A questionnaire assessing the influence of consumer cosmopolitanism and consumer ethnocentrism on the intention to buy domestic versus foreign products and intention to visit Portugal was issued to a sample of 386 international consumers. The findings reveal that cosmopolitan consumers show a higher predisposition to buy foreign products and visit the country. On the other hand, ethnocentrism seems to act as a barrier to visiting foreign countries.

Keywords: consumer cosmopolitanism; consumer ethnocentrism; consumer behaviour; international marketing.

DOI: 10.1504/IJDCET.2018.090388

International Journal of Digital Culture and Electronic Tourism, 2018 Vol.2 No.3, pp.175 - 184

Received: 13 Jul 2017
Accepted: 25 Oct 2017

Published online: 07 Mar 2018 *

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