Selling cute destinations to East Asia

Hoffer Lee, Libo Yan

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


Purpose: A multidimensional scale was developed to measure the cuteness experience a destination can offer. In doing so, this paper attempts to explore the implications of the cuteness aesthetics for destination marketing. Design/methodology/approach: The procedure of scale development was followed. A survey was administered to a college student sample. The scale of cuteness experience was validated. A four-point scale turned out to be effective in terms of measurement. Findings: The results show that cuteness experience of a destination consists of five dimensions: smallness, irregularity, roundness, lightness and creativity. Research limitations/implications: The cuteness attributes have significant implications for promoting destinations to the East Asian markets, which have seen the rise of the cute culture in recent decades. Originality/value: This study identified a unique selling point of destinations, namely, cuteness as a destination attribute. The study results also contribute to understanding of destination personality by drawing attention to the childlike personality trait: cuteness.

Original languageEnglish
Pages (from-to)282-299
Number of pages18
JournalJournal of Hospitality and Tourism Insights
Issue number3
Publication statusPublished - 2020
Externally publishedYes


  • Aesthetic experience
  • Cuteness dimensions
  • Cuteness perception
  • Destination marketing
  • Macau


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