The Influence of Place Attachment, Ad-Evoked Positive Affect, and Motivation on Intention to Visit: Imagination Proclivity as a Moderator

Integrating the theoretical foundations of symbolic interactionism, parasocial interaction, direct affect transfer, push and pull motivational framework and narrative transportation, this study investigates the determinants of tourists’ intention to visit a destination using Heidi, a famous literary and television series persona, as a stimulus. Place attachment, ad-evoked positive affect, and motivation were theorized as antecedents of intention to visit and imagination proclivity as a moderator. The model was tested using data collected from 410 prospective Spanish tourists. Results show motivation and place attachment as key determinants of intention to visit among individuals with higher imagination proclivity, while positive affect was most relevant for individuals with low imagination proclivity. Findings expand our understanding of travel intention toward unvisited destinations, providing empirical support that place attachment, positive affect and motivation are engendered by prior media exposure and moderated by tourists’ imagination proclivity.