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The ethnicity of Chinese outfits (ECO) is vital for the promotion of tourism destinations; however, few studies have focused on the Chinese ethnic characteristics of outfits and their marketing effects on destinations. Based on symbolic interaction theory and cultural capital theory, this study advances the literature on ethnicity and outfits by examining the effect of ECO in travel photos on tourists’ perceived destination attractiveness. Four experimental studies demonstrate that ECO can enhance destination attractiveness. Perceived novelty and mental simulation play mediating roles in this effect. The moderating role of destination type is also investigated. These findings have both theoretical and managerial implications.
Dai et al. (Mon,) studied this question.
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