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A general point of commitment theory is that the more individuals behave in a certain way toward an entity, the more attractive they feel toward that entity. The main purpose of this study is to investigate whether an individual’s perceived attractiveness toward a tourist destination is enhanced by the number of actual visits to each different attraction within the destination, being controlled by satisfaction.

In doing so, data were collected from 613 individuals at major tourist attractions and traffic centers in Daejeon Metropolitan City, South Korea. Hierarchical multiple regression was used to examine the findings, and the conclusions drawn indicate that there is a statistically significant relationship between the number of visits to different attractions and the perceived attractiveness of the destination, as well as the interaction effect between the number of visits to different attractions and satisfaction.

The results are supported by literature in the area of commitment theory, in which various authors state that attitudes are evoked by behaviors. Further examination of the findings and conclusions drawn are described in this paper.

This mechanism should strategically be applied to practical implications to provide more accessible routes to a destination and a networking system. When visitors engage in a community in various ways, they are more likely to continue to engage in a community because they do not prefer to have intangible or tangible costs associated with disengagement.

This paper is the first application of the concept of commitment traced from its original psychological theory to the field of tourism. The effort justification paradigm of commitment theory postulates that if individuals work or study hard toward a specific goal, they gradually perceive the goal as attractive. This study found that the aforementioned paradigm shift is expanded to various types of behaviors, including that involving travel. This paper contributes to an in-depth understanding of the original commitment theory and its application to tourism.

“GIVE a dog a bad name and hang him,” is an aphorism which has been accepted for many years. But, like many other household words, it is not always true. Even if it were, the dog to be operated upon would probably prefer a gala day at his Tyburn Tree to being executed in an obscure back yard.

This paper investigates how to design traditional ready-to-eat food packaging by manipulating its shape, font and slogan to promote consumer buying intention and willingness to pay (WTP).

Two package designs, interplaying the square shapes (vertical vs horizontal), font formality (formal vs less formal/casual) and slogans (ethno-positioning vs short and catchy), were created and tested in an online experiment with 483 participants.

The results revealed that the differed package designs elicited relatively equal levels of attractiveness to consumers and their buying intentions. However, the designs significantly differentiated consumers' WTP. The results further show the significant direct and indirect effects on WTP of packaging attractiveness when it is moderated by package designs and mediated by buying intention. However, the varied package designs did not have significant direct or indirect impacts on WTP when mediated by packaging attractiveness and buying intention.

The vertical square-shaped packaging, written in a less formal font and highlighting a short and catchy slogan, is more financially promising for marketers to get a better price for local food products perceived as hedonic and bought impulsively on casual occasions. Furthermore, besides prominent package design elements such as font, color, size, material and picture, packaging designers or marketing practitioners should consider other supporting factors, such as shelf efficiency.

This study complements existing studies of “cue utilization theory” and “packaging design theory” by demonstrating the importance of extrinsic packaging cues, such as shape, font style and slogan, in improving consumers' WTP for traditional food products. The study also fills some gaps in the literature by exploring the direct, mediating and moderating relationships between package design, packaging attractiveness, buying intention and WTP, especially in an emerging market such as Indonesia.