Strengthening domestic tourism through national identity: the roles of psychological ownership and tourism ethnocentrism

Purpose The purpose of this study is to investigate the effect of national identity on resident's willingness to travel domestically and determine the role of psychological ownership (PO) and tourism ethnocentrism (TE) as a mediator in this relationship. Design/methodology/approach The study used a quantitative approach and collected primary data from 427 Indian residents were surveyed online. The hypothesis in the present research was investigated using the partial least squares (PLS) method. Findings The findings reveal that stronger national identity increases residents' willingness to travel domestically. Further, national identity influences PO and TE which in turn significantly influences resident's willingness to travel domestically. Moreover, the results reveal the mediating role of PO and TE between national identity and resident's willingness to travel domestically. Research limitations/implications This study provides valuable insights for tourism policymakers. National identity's strong effect on domestic travel highlights the need for identity or pride based promotional campaigns. PO emphasizes the importance of community participation in developing a sense of belonging. The role of TE implies highlighting the social and economic advantages of promoting domestic travel. Originality/value The study's novelty stems from its association between national identity and outcomes as resident's willingness to travel domestically. The model implies that enhancing national identity among residents can lead to significant benefits for their willingness to travel domestically.