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When and why personalized tourism recommendations reduce purchase intention?

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  • Fangxuan Li

    (Hainan University
    City University of Macau)

Abstract

Personalized tourism recommendations have become an increasingly popular phenomenon over the last several years. Most existing research has examined the positive impacts of personalized tourism recommendations on consumers’ behaviors. This research, however, has explored the negative impact of personalized tourism recommendations on purchase intention based on the attribution theory. Four studies were conducted to examine when and why personalized tourism recommendations reduce purchase intention. It was found that the high frequency of personalized tourism recommendations can reduce tourists’ purchase intention and the main effect is mediated by attitudes towards the algorithm. Specifically, the high frequency of personalized tourism recommendations is more likely to cause tourists’ negative attitudes towards the algorithm. In addition, self-construal was identified as the moderator which suggested that the main effect is stronger for independent tourists. The findings not only extend the literature on personalized tourism recommendations, but also provide practical implications for destination marketing managers and travel-related platforms.

Suggested Citation

  • Fangxuan Li, 2025. "When and why personalized tourism recommendations reduce purchase intention?," Information Technology & Tourism, Springer, vol. 27(1), pages 285-305, March.
    • Handle: RePEc:spr:infott:v:27:y:2025:i:1:d:10.1007_s40558-024-00305-z
    DOI: 10.1007/s40558-024-00305-z
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