Investigating the Role of Attitudes Toward Superstition and Superstitious Personality Traits in the Perceived Attractiveness of Destinations and Tourists’ Visiting Intentions: A Case Study of Gilan Province

Document Type : Original Article

Authors
Hamideh Beigi
Maryam Tagheizade Naserani
University of Guilan
Abstract
Abstract
This study sought to investigate the role of superstitious beliefs as an intangible cultural element in shaping the perceived attractiveness of tourism destinations in Gilan Province and their influence on the visiting intentions of domestic visitors. The main objective of the research was to explain how visitors’ attitudes toward superstition and their superstitious personality traits influenced their tendency to choose destinations with symbolic and supernatural associations. The study was conducted based on Planned Behavior theory, which posits attitude, subjective norms, and perceived behavioral control as key determinants of behavioral intention. The study adopted a quantitative approach using a survey–correlational design. The required data were collected through a questionnaire administered to 300 domestic visitors. The collected data were then analyzed using hierarchical regression analysis and structural equation modeling (SEM) in AMOS software. The findings of the study revealed a significant and positive correlation between attitudes toward superstition and visiting intention (r = 0.52, p < 0.001), with superstitious personality traits strengthening such a correlation as a moderating variable. Moreover, the results of Hierarchical regression analysis and the assessment of the conceptual model in AMOS proved a significant correlation between the path coefficients of attitude toward destination attractiveness, visiting intention, and the interacting effect of superstitious trait, indicating the satisfactory fit of the model (RMSEA = 0.046, CFI = 0.95). It can be concluded that superstitious beliefs, if aligned with visitors’ expectations, may serve as an opportunity for designing distinctive tourism experiences and enhancing destination attractiveness, thereby providing tourism planners and marketers with valuable insights.
Keywords
Superstitious Beliefs
Destination Attractiveness
Visiting Intention
Tourism Marketing

  • Receive Date 03 September 2025
  • Accept Date 19 February 2026