Unveiling the mediating effects of destination gender on tourist loyalty

As an arising branding tool, how destination gender affects tourist loyalty remains unclear. This study unveiled mechanisms between destination masculinity/femininity and tourist loyalty based on a cognition – affection – conation framework, and further compared relative importance of destination gender subdimensions. Results with 427 usable responses showed that: (1) destination femininity had a stronger positive impact than masculinity on tourist loyalty; (2) gender identity congruity and tourism experience memorability played separate and sequential mediating roles; (3) subdimensions showed differential importance in explaining post-travel outcomes. Tourist loyalty is illustrated from a new angle of destination gender, which sheds light on destination anthropomorphic marketing.