Intention to visit under the impact of reverse country-of-origin effect

Structural equation models, correlation analysis and other methods are adopted to explore the impact of Japan's reverse country-of-origin effect on Chinese consumers' intention to visit. The results show that: (1) Consumers' evaluation and attitude towards hedonic products are positive, while reverse country-of-origin effect is the highest in terms of utilitarian products; (2) The reverse country-of-origin effect of women on nature-based products is higher than that of men, while the reverse country-of-origin effect of women on utilitarian products and hedonic products are opposite; (3) The desired interaction of the 45-64 age group and those with high school degrees, technical secondary school certifications, or lower degrees groups can lead them to visit a destination.