How destination brand experience influences tourist citizenship behavior: Testing mediation of brand relationship quality and moderation effects on commitment.

Abstract

This study examines the potential predictors of tourist citizenship behavior based on the Stimulus-Organism-Response framework. The studies were conducted in China. Data were collected via questionnaire surveys. Structural equation path modeling and mediation as well as moderation role were used for data analyses. This model was used to test the hypotheses using a sample of 325 individuals with tourism experience in Guangzhou city. The results reveal that tourism destination brand experience and brand relationship quality significantly affect tourist citizenship behavior. Furthermore, the results show that brand relationship quality significantly mediates the relationship between tourism destination brand experience and tourist citizenship behavior and demonstrate that commitment plays a significant moderating role between brand relationship quality and tourist citizenship behavior. This study clearly shows the relationship between tourism destination brand experience, brand relationship quality, and tourist citizenship behavior. Thus, this study contributes to existing tourism studies by identifying gaps and proposing a holistic view to understand tourist citizenship behavior in the tourism industry.