The influence of perceived destination social responsibility on residents’ pro-tourism behaviors: A study in Da Lat

Abstract

Based on the SOR (Stimulus – Organism – Response) framework, this study proposes a model on the influence of perceived destination social responsibility on residents’ pro-tourism behaviors in Dalat City. The study was conducted based on survey data from 357 residents in Dalat, and structural equation modeling (SEM) was utilized to test the proposed relationships among variables in the model. The findings indicate that perceived destination social responsibility positively impacts residents’ pro-tourism behaviors through two mediators: destination preference and destination attachment. In which perceived destination social responsibility has a positive and direct impact on destination attachment and destination preference. Both destination attachment and destination preference have positive and direct influences on residents’ pro-tourism behaviors. In addition, the analysis results show that destination social responsibility does not have a direct influence on residents’ pro-tourism behaviors but only has an indirect influence through two mediators (i.e., destination attachment and destination preference). This study contributes to both theory and practice with regard to destination social responsibility.