ABSTRACT Although earlier studies have provided substantial evidence of gendered destination influences on consumer behavior, research on the critical roles of biological gender and cultural lenses in travelers' perceptions and behaviors remains lacking. To address this gap, this analysis investigates the moderating roles of biological gender (male vs. female) and cultural lenses (individualism vs. collectivism) in the relationships among hotel gender, stereotypes, guests' trust, and recommendation intentions. Using two studies ( n = 1027), a multigroup analysis reveals that masculine hotel traits strengthen competence perceptions and trust more for men and individualists, whereas feminine traits enhance warmth perceptions more for women and collectivists. This study extends gender stereotype research beyond traditional brand marketing to hospitality marketing, deepens the understanding of brand personality theory, and broadens the applicability of gender stereotypes in hospitality by showing how travelers' perceptions and behaviors vary across biological gender and cultural lenses, offering hotel managers practical insights.
Hamdy et al. (Fri,) studied this question.