The impact of perceived social hospitality on destination image: The moderating effect of cultural intelligence

Abstract

Based on the three-domain model of hospitality, this study examines tourists' perceptions of social hospitality during personal or unplanned, spontaneous interactions with locals. Adopting a mixed-methods design, this study has been conducted in two stages. Exploratory factor analysis in phase 1 (N = 239) supports the three-dimensional structure of social hospitality. In phase 2 (N = 353), structural equation modeling was used to analyze the data, the influence of social hospitality on destination image via emotional solidarity was measured, and the moderating effect of cultural intelligence was investigated. Concurrently, it has been discovered that only 'equally communicating with visitors' in social hospitality has a direct effect on the destination image. The effect of ‘concern for the safety of tourists’ on the destination image must be completely mediated by emotional solidarity. Additionally, it was discovered that cultural intelligence moderates the relationship between social hospitality and emotional solidarity. The implications, both theoretical and practical, have also been discussed.