How Destination Familiarity Influences American Millennials’ Preference for Culturally Different Destinations

This study explores preference for familiarity as a key determinant in the travel decision-making process, particularly during the preplanning stage when considering visits to culturally different destinations. This study utilizes quantitative research methods, employing partial least squares structural equation modeling (PLS-SEM) to analyze the travel intentions of American millennials toward visiting Thailand. The findings reveal that a preference for familiarity with the destination significantly influences travel intentions, highlighting the impact of past cultural experiences and exposure to destination-related information in forming beliefs and visiting intentions. Additionally, the study suggests that even for travelers seeking novelty destinations, a certain degree of cultural familiarity remains beneficial. These insights provide valuable guidance for organizations aiming to refine their destination marketing strategies by recognizing the role of destination familiarity in travel decisions.