Tourists’ fresh start mindset in destination marketing

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. • Examined the fresh start mindset of tourists during the pre-travel phase. • This mindset predicts tourists' intentions and spending behavior. • Planning solo trip experiences enhances tourists' fresh start mindset.