Destination mascots have attracted some research interest, but more needs to be done. This study aims to explore destination mascots from a cognitive appraisal theory-based perspective. The results showed that an ideal destination mascot consisted of five characteristics: local representation and engagement, signature items and images, future, cuteness and fun, and tradition. “Local representation and engagement” and “cuteness and fun” were found to influence residents’ community citizenship behavior through emotions. “Future” directly influenced community citizenship behavior, but this relationship was subject to moderation by place identity. This paper contributes to the literature by offering a deeper understanding of destination mascots.
- Destination mascot
- cognitive appraisal theory
- community citizenship behavior