Evolutionary Perspective on Tourists’ Conformity to the Minority: The Effect of Mating Motive

Tourists tend to conform to the majority when faced with uncertainty in decision-making, which poses a considerable challenge to the promotion of new, less popular tourism offerings. This study delves into the heuristic promotion of less popular tourism offerings by using the concept of mating motives from the field of evolutionary psychology. Findings show that tourists driven by mating motives are likely to follow the minority, rather than the majority, when making purchase decisions—particularly in the context of souvenir shopping, destination selection, and gift giving—with uniqueness seeking playing a mediating role. Although purchase risk can increase the tendency of tourists to conform to the majority, it does not mitigate the effect of mating motives. The findings contribute to the promotion of less popular tourism offerings by highlighting tourists’ uniqueness seeking. This study broadens knowledge on tourist conformity behavior from the theoretical perspective of evolutionary psychology.