Mere association of product image and travel destination

While some recent studies found that product perceptions could engender an attitude toward the product's origin-country as a travel destination (destination-attitude), a theoretical explanation of the phenomenon remains unclear. This study provides causal evidence that the phenomenon occurs through mere association effect. Four experiments showed that destination-attitude formation occurred via an implicit (i.e., unconscious) process, and the attitude mediated the influence of product image on visit intention. Causal evidence was provided by visual and cognitive load manipulations. Finally, product-country incongruence was found to be a boundary condition. Hence, exporters, tourism policy makers and businesses should collaborate for mutual gains to enhance the competitiveness of the country's exports and tourism market. •Product ad exposure may influence visit intention to the product's origin country.•Mere association effect explains that this phenomenon occurs unconsciously.•An implicit, but not explicit, attitude mediates the ad effect on visit intention.•The implicit attitude is susceptible to counterattitudinal manipulation.•A boundary condition is product-country congruence.