The polycentric consumer in tourism: ethnocentrism and xenocentrism profiles’ interplay with authenticity in tourists’ destination choices

Abstract

Purpose

Consumer centrism’s perspectives serve as crucial determinants in decision-making processes, yet the burgeoning discourse on global marketing’s interplay with tourism scarcely addresses the nuanced interconnections between consumer dispositions toward global or local destinations, which assert a global preference bias in developing countries and their predilections for tourist destination selection. This study aims to elucidate the dynamics between ethnocentric and xenocentric dispositions and the selection of domestic tourist locales within developing countries, conditioned to perceived authentic experiences.

Design/methodology/approach

Based on a sample of 264 tourists, we employed structural equation modeling and mediation analysis to determine the direct and indirect interplay of consumer centrism and the mechanisms of authenticity for destination choice and latent class analysis to unveil consumer heterogeneous profiles and their implications.

Findings

The results suggest the existence of a polycentric consumer due to the strong preference for domestic destinations among ethnocentric consumers. While xenocentrism did not have a similar direct impact, its influence on local destination choice emerged through the mediating effect of perceived authenticity. This finding provides evidence for the assumption of a global preference bias in developing nations, even within tourism contexts. Additionally, we identified four distinct heterogeneous tourist profiles based on consumer inclinations toward global and local aspects, allowing for a detailed exploration of their specific influences on tourism destinations.

Practical implications

Effective tourism strategies in developing countries can boost the economy based on authenticity, creating experiences that consider the duality of tourist inclinations and promoting cultural preservation. Practical examples include cultural events, themed tours, personalized marketing, influencer partnerships, social media engagement and loyalty programs, all aimed at engaging diverse consumer groups and strengthening consumer connections toward the local and xenocentric dispositions.

Originality/value

The study advances our understanding by proposing a polycentric profile of consumer inclinations toward tourism in developing countries, driven by the perceived authenticity of destinations. This profile highlights the nuanced interplay between ethnocentric and xenocentric dispositions, illustrating how local and global preferences coexist and influence travel decisions. By emphasizing the role of authenticity, the study provides valuable insights into the factors shaping tourism behaviors in developing countries.

Citation

Cucato, J.d.S.T., Strehlau, V.I., Bizarrias, F.S. and Strehlau, S. (2025), "The polycentric consumer in tourism: ethnocentrism and xenocentrism profiles’ interplay with authenticity in tourists’ destination choices", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-05-2024-0532