Abstract
As overtourism has become a serious threat to the tourism industry in recent years, this study attempts to extend the theoretical framework of organization-public relationship (OPR) developed in the public relations scholarship to the context of overtourism. To that end, the concept of place–visitor relationship (PVR) is theoretically suggested and empirically tested in a structural equation model. Also, statistical reliability and validity of PVR are put under investigation. The findings helped confirm the roles and functions of PVR as a potential solution to overtourism in the social media era. As an antecedent, visitors’ affective tour experiences stemming from exposure to social media information significantly influenced PVR. PVR, on the other hand, significantly affected attitudes toward a place and, further, behavioral intentions toward measures against overtourism. In addition, the findings revealed that PVR consists of two sub-factors: Loyalty and relational attachment. Relationship strategies as a solution to the issue of overtourism are discussed in light of PVR.
Highlights
Tourism as a pollution-free and never-ending industry is considered a myth
As a theoretical framework to understand how to promote tourists’ good behaviors for sustainable tourism, this study looks into the concept of organization-public relationship (OPR) from the public relations scholarship and extends the theoretical concept to the context where visitors and places build and maintain emotional bonding and mutually beneficial relationships
This study aims to empirically demonstrate the roles and functions of the place–visitor relationship (PVR) in explaining and predicting visitors’ behavioral intentions, such as willingness to pay a visiting tax or voluntary tourist behaviors for environmental protection, to prevent numerous side effects stemming from overtourism
Summary
Tourism as a pollution-free and never-ending industry is considered a myth now. Venice of Italy, Bali of Indonesia, Edinburgh of Scotland, Dubrovnik of Croatia, along with other famous tour sites are already imposing or planning to impose a visiting tax on tourists [2]. Places such as Salzburg of Austria and Komodo Island of Indonesia are limiting the number of visitors per day [2]. All of the cases point to the side effects of overtourism, which refers to negative impact of tourism occurring from excessive inflow of tourists into a certain place [3]
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