Humanizing Destinations: How Destination Anthropomorphism Enhances Travel Intention through Warmth

Destination anthropomorphism has emerged as a compelling strategy in tourism marketing to foster emotional engagement. This study investigates whether anthropomorphic representations of destinations increase consumers' travel intentions and examines the mediating role of perceived warmth. Across two experiments, participants exposed to anthropomorphic stimuli reported significantly higher travel intentions than those in control conditions. Mediation analyses confirmed that perceived warmth partially accounts for this effect. These findings contribute to the growing body of literature on anthropomorphism in tourism and provide practical implications for destination marketers aiming to strengthen emotional resonance.