The xenocentric tourist: An examination of motivation and purchase intention in the Dominican Republic’s Tourism Sector

Abstract

This study develops and empirically tests a structural model that integrates consumer xenocentrism (XENO), travel motivation (MOT), and tourist purchase intention (TPI) in the context of international tourism behaviour in the Dominican Republic. Drawing on identity theory, the theory of planned behaviour, and the push–pull motivation framework, the research examines how aspirational admiration for foreign cultures influences motivational states and behavioural intentions. Data was collected from 577 participants using validated multi-item scales and analysed using structural equation modelling (SEM) with bootstrapped mediation testing. Findings indicate that XENO significantly predicts both MOT and TPI, confirming its role as a core cognitive-affective antecedent of tourism behaviour. MOT also mediates the relationship between XENO and behavioural intention, highlighting a sequential process through which global orientation is translated into action. These results contribute to tourism and consumer behaviour theory by extending XENO beyond brand evaluation into experiential contexts and by integrating motivational psychology with identity-based segmentation. The study provides practical insights for marketers and policymakers in emerging markets, highlighting the importance of aligning tourism strategies with the symbolic and aspirational aspects of travel.

Keywords

• Xenocentrism
• travel motivation
• emerging markets
• purchase intention
• Dominican Republic