Personal cultural attributes influence women’s intention to further companion travel: the mediating roles of harmony and emotion

Purpose Based on cognitive appraisal theory and the dualistic model of harmony, this study examines the effects of personal cultural attributes (conformity and forbearance) on female tourists’ further companion travel intentions through harmony (surface and genuine) and emotions (regret and pleasure). Design/methodology/approach This study used a systematic sampling method to survey 327 female tourists in five cities in the Greater Bay Area of China. PLS-SEM was used to test the proposed hypotheses. Findings The results of the study show that conformity positively and forbearance negatively affect surface harmony. On the other hand, conformity and forbearance negatively and positively affect genuine harmony, respectively. Surface harmony positively affects regret, and genuine harmony positively affects pleasure. Surface harmony and regret negatively affect further companion travel intentions, and genuine harmony and pleasure positively affect further companion travel intentions. Originality/value This study enriches the field of female tourism research and provides effective recommendations for tourist destinations and tourism industries.