Results suggested a significant main effect for similarity on participants’ visit intention (b = −2.66, p < 0.01). In addition,a significant luxuriousness by similarity interaction effect and self-esteem by similarity interaction effect was found on participants’ visit intention (bLxS = 2.87, p = 0.03;bExS = 0.46, p = 0.01). Consistent with hypothesis 1, a significant three-way interaction effect was found among the three predictors on destination visit intention at a 95% significance level ( b= −0.5, p = 0.04) (see Table 1 for detailed regression results).