Work

Anthropomorphic Non‐Fungible Token Characters in Destination Marketing: How Psychological Distance and Playfulness Drive Impulsive Travel Intentions

Year: 2026

Type: article

Abstract: ABSTRACT Destinations are increasingly adopting Non‐Fungible Tokens (NFTs) as innovative tools for brand communication and visitor engagement in digital tourism contexts. Drawing on Construal Level Theory (CLT), we examine how the anthropomorphic (ANT) design of NFT characters influences tourists' impulsive travel intentions and whether customization strengthens this effect. In two online experiments, we tested a sequential mediation model linking ANT to impulsive travel intention through psychological distance (PD) and perceived playfulness. The results show that highly anthropomorphic NFT characters increase psychological proximity, which subsequently increases impulsive travel intentions. Moreover, customization significantly strengthens this indirect effect. This study extends research on digital destination marketing while offering practical guidance for designing effective NFT‐based tourism strategies.

Source: International Journal of Tourism Research

DOI: 10.1002/jtr.70413

Authors: Yaning Zhang, Wei Shao, Mai Nguyen, Kun Zhang, Yanzhe Yuan

Institutions: Griffith University, Hanoi University of Industry

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,800

Funder: Griffith University