Eco-destination image, place attachment, and behavioral intention: the moderating role of eco-travel motivation

Abstract

ABSTRACT This research investigates the link between eco-destination image, place attachment, and behavioral intention, particularly emphasizing the moderating influence of eco-travel motivation. Data were acquired from 539 Vietnamese visitors visiting Da Lat City, Vietnam, using convenience sampling. The study hypotheses were investigated using structural equation modeling and partial least squares analysis. The results show a link between place attachment and eco-destination image, implying that connection to eco-destinations improves the view of the destination as environmentally friendly. Furthermore, both eco-destination image and place attachment impact behavioral intentions. Additionally, the study demonstrates that place attachment mediates the relationship between eco-destination image and behavioral intention. This study contributes to the theory of place attachment by investigating these relationships, providing insights into how attachment to eco-destinations influences tourists’ behavioral intentions. These findings advance the understanding of the factors shaping tourists’ connections to specific places and contribute to the broader knowledge of place attachment theory. The results offer practical implications for developing sustainable tourism practices. They can guide policymakers and industry practitioners in creating meaningful and engaging experiences that foster place attachment and promote sustainable tourism in eco-destinations like Da Lat City.