The asymmetric matching effect between destination gender and influencer gender : the role of virtual and real influencer endorsements

Abstract

When destinations are anthropomorphized, they often exhibit distinct gendered characteristics. However, whether a mismatch between a destination's gender traits and its endorser's gender disrupts tourists' cognitive expectations remains to be further explored. Particularly, with the rise of virtual influencers in tourism marketing, whether their gender plays a similar role in destination endorsements as human influencers remains uncertain. Based on nine empirical studies (N = 3000) with samples collected from China and the United States, this study reveals an asymmetrical gender stereotype effect: for feminine destinations, a female influencer enhances the destination image, while for masculine destinations, the influencer's gender has no significant effect. This asymmetrical matching effect remains unchanged regardless of the endorser is human or virtual. Perceived congruency serves as the explanatory mechanism, with traditional gender beliefs acting as a moderator. This study extends the theoretical framework of gendered brand marketing and offers practical insights for destination managers in influencer marketing.