Abstract
ABSTRACT Destination image is a well-established concept in tourism literature, given the intangible nature of tourism products, it is an essential asset for destinations as it plays a critical role in attracting and retaining tourists. However, despite growing crowding concerns in tourism marketing, the relationship between Destination image and Social Crowding remains unexplored. The current study models the relationships between Destination Image, Social Crowding and Destination Love in a direct, mediating and moderating manner. These relationships offer a holistic view of the impact of Social Crowding on destination image and consequently, destination love. To avoid bias, we used a simple random sampling method to collect data from tourists who visited Kashmir. The results indicated a negative relationship between the C-A-C framework and social crowding among tourists. However, the crowding and destination love relationship was positive-natured. This study acts as a theoretical glue to provide further explanation towards tourism and crowding literature.
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