Destination Trust Research Articles

Developing Destination Brand Equity for Achieving Sustainable Destination Environment: S‐O‐R Theory to Influence Tourists’ Environment Responsible Behavior

The excessive use of natural resources and irresponsible behavior of tourists have posed severe threats to sustainable destination environment. In response, destination managers have been paying more attention to environmental protection and focusing on strategic ways to achieve a sustainable destination environment. Objective of the study is to analyze the influence of destination brand equity (DBE) on tourists’ environmentally responsible behavior (ERB). The study considered four dimensions of DBE, including perceived destination awareness, quality, image, and loyalty. Further, the study explored the interrelationship among the dimensions of DBE and considered perceived destination loyalty (PDL) as a mediator. Further the study explained tourists’ ERB with the serial mediation of perceived destination trust (PDT) and moderation of destination green equity (DGE). The study employed a self-administrative survey method, and data were gathered from 911 respondents who attended selected nature parks. Results for DBE indicated insignificant effect of perceived destination awareness (PDA) on tourists’ ERB, while perceived destination quality (PDQ) and perceived destination image (PDI) have a significant impact on tourists’ ERB. Further results indicated that PDL has significantly mediated all three dimensions of DBE. The results also revealed that PDT and PDL serially mediated the effect of PDA, PAQ, and PDI on tourists’ ERB. Finally, moderation results indicated that DGE significantly moderated the effect of PDQ, PDI, and PDL on tourists’ ERB. The study has enhanced the existing literature on destination branding and tourists’ ERB through Stimuli‐Organism‐Response (S‐O‐R) model. The study has proposed significant branding strategies for destination management to influence tourists’ ERB. The study has also suggested strategies for policymakers and tourism departments.

Do we pay based on our past travel experience? A moderated mediation model of tourists’ willingness to pay

PurposeThis study aims to test the first and second-stage moderating effects of tourists’ past travel experiences on the relationships between national responses, destination trust and tourists’ willingness to pay in the post-pandemic recovery era.Design/methodology/approachThe proposed model was tested with a sample of 398 tourists in Vietnam. The path analysis was applied to investigate the mediating and moderating effects.FindingsThe findings emphasise the mediating effect of destination trust in the relationships between national responses and tourists’ willingness to pay. With the moderating effect of past travel experience, all the first-stage indirect effects are significant, but the second-stage indirect effects are significant only at a high level of past travel experience.Originality/valueThis study provides theoretical implications for solving the puzzle about the paradox of trust in the government’s responses in the post-pandemic era. Practical implications for destination marketing organisations in the post-pandemic recovery era are then discussed.

Impact of the destination image and government policy responsiveness of China on Korean travelers’ destination trust and behaviors in the post-pandemic era

The underlying mechanism of the destination trust of Korean travelers and behaviors toward China after the COVID-19 pandemic is explored in the present study, which considers the role of the destination image constituents and perceived government policy responsiveness for tourism recovery. The data was collected from Korean nationals who are currently residing in South Korea and have traveled to China in the last five years. The results revealed that the developed conceptual framework had a satisfactory level of explanatory ability in regards to predicting the travel and recommendation intentions of Korean travelers toward China, which destination trust serves as the key mediator. Moreover, the perception of Korean travelers in regards to Chinese government policy responsiveness for tourism recovery significantly strengthened the effect of image factors on destination trust. The study also discovered that the importance of image factors varies in regards to the formation of trust and destination behaviors. This research provides significant theoretical insights into the post-health crisis tourism recovery, which emphasizes changes in Korean travel patterns in the aftermath of COVID-19 as well as the wider socio-political environment that influences travel destinations. It also presents useful guidance for Chinese tourism stakeholders in regards to implementing effective recovery strategies that are aimed at the lucrative Korean outbound travel market during the post-COVID-19 pandemic period.

Exploring the formation of destination loyalty from destination personality and self‐congruity: A mediating role of destination relationship quality

AbstractThis study proposes a new concept of the tourist‐destination relationship called destination relationship quality. It consists of four elements: destination satisfaction, destination trust, destination commitment, and destination attachment. The study investigates how destination personality and self‐congruity influence tourists' destination loyalty through destination relationship quality. Data were obtained through systematic sampling from 424 Chinese tourists in Guangzhou, China. Using partial least squares structural equation modelling analysis, this study confirmed that destination personality and self‐congruity are antecedent factors of destination relationship quality, which ultimately affect tourists' destination loyalty towards a destination. The study contributes to tourist‐destination relationship research by indicating the mechanism for establishing destination relationship quality so that researchers can further apply this concept in their future studies. The results of this study are helpful for tourist destination marketers to attach importance to the establishment of destination personality and create core differences in tourist destinations when developing marketing strategies.

Applying the right remedy? Crisis management reporting on different destination resilience under the internal crisis events

ABSTRACT Research on precise crisis management reporting strategies for destinations with different levels of resilience remains insufficient. Therefore, based on situational crisis communication theory (SCCT), this study analyses the interaction effects of crisis management reporting and perceived destination resilience on the maintenance of destination-tourist relationship quality by conducting three scenario-based experiments. The results indicate that, among destinations facing internal crises, matching constructive crisis management reporting with high perceived destination resilience and matching nonconstructive crisis management reporting with low perceived destination resilience can maintain destination-tourist relationship quality more effectively. Moreover, destination trust and perceived responsiveness play mediating roles in this process. The study reveals the influencing factors and process mechanisms associated with the process of maintaining destination-tourist relationship quality under the impact of internal crises, thereby expanding the theoretical framework for and content of destination crisis communication research and providing practical guidance for tourism crisis response and management.

Mocking oneself or teasing others? The interactive effects of humorous message framing and tourism crisis response strategies

ABSTRACT Numerous studies have investigated tourism crisis communication, but few studies have focused on matching crisis communication message framing with crisis response strategy. Therefore, we explored the interactive effects of humorous message framing (HMF) and crisis response strategy (CRS) on destination reputation. The results indicate that adopting an apology CRS alongside self-deprecating HMF improves destination reputation, while the combination of a denial CRS with aggressive HMF helps restore destination reputation. Moreover, perceived sincerity and destination trust are effective mediators. This paper reveals the logic behind the application of destination CRS and deepens academics’ comprehension of the effect of HMF. It expands the research system of tourism crisis communication from the viewpoint of message framing. Meanwhile, the results provide theoretical and practical references for destination crisis response and reputation recovery.

Will you forgive it? The interactive effects of crisis news framing and crisis communication message framing on tourists’ forgiveness

ABSTRACT The different effects of crisis communication on different negative emotions induced by tourism crisis news remain under-explored. Drawing on the appraisal tendency framework, this study analyzes and verifies the interactive effects of anger-inducing news with rational crisis communication messages and anxiety-inducing news with humorous messages on tourists’ forgiveness. Furthermore, perceived sincerity mediates the former relationship and destination trust mediates the latter. Our study contributes to the existing research regarding the applicability of humorous crisis communication. The results provide theoretical insight into tourism crisis communication from the perspective of message framing selection and promot the reconstruction and governance of post-crisis destination reputation.

Antecedents of Revisiting Intention for Natural Tourism Destinations in the Context of Muslim Societies

The collaboration of nature tourism with religiosity is currently one thing that needs to be considered in sufficient detail. This can be seen by the development of halal tourism, but so far research that discusses halal tourism from the point of view of natural tourism destinations still has inconsistent results, so further research is needed with the aim of answering the inconsistency of these results. This study focuses on discussing natural tourism destinations from the point of view of halal tourism by placing the variables destination image, destination trust, service quality, destination attractiveness, towards revisit intention. This research is a survey research with respondents as many as 115 people who have visited natural tourist destinations in Banyumas, Central Java, Indonesia in the last 6 months. The results showed that destination image and destination trust proved to have a positive effect on revisit intention. However, destination trust and service quality have no effect on revisit intention.

Exploring the Effects of Risk Perceptions and Depression of Young Travelers on Destination Trust in the COVID-19 Pandemic

ABSTRACT The correlations among travelers’ depression in a public health crisis, risk perceptions (affective risk and cognitive risk perception), and destination trust are explored through this study’s employment of quantitative methods with PLS-SEM. This study also examines the differences between male and female young travelers, regarding risk perceptions, depression, and destination trust, and the relationships among these factors. The main findings showed that risk perceptions have remarkably impacted destination trust. However, risk perceptions have not affected depression, and depression has no relationship with destination trust, which is not in line with previous research. Furthermore, a significant difference was found between male and female young travelers in the relationships between risk perceptions and destination trust. Besides, the study provides some implications to enrich the literature for academics. Practical implications could help destination marketers, and tourism companies better understand young travelers’ behaviors in the new normal of society.

The Effect of Travel Experience, Destination Image, and Destination Trust on Revisit Intention at Ubud Monkey Forest

Destination images from traveler ratings may rank differently from person to person. That is why a destination must maintain its image. The aim of this study is to investigate the influence of travel experience, destination image, and destination trust on the intention to revisit Monkey Forest Ubud in Bali, Indonesia. The subject of the research is tourists who have visited Ubud Monkey Forest, Bali. The type of research used is quantitative associative research. Simple random sampling was used a as sampling technique where as many as 400 respondents were selected with the Taro Yamane formula. Data collection using a questionnaire was tested and analyzed by SmartPLS 3 with a measurement model test (outer model), and a structural model test (inner model). This research combines the three constructs to determine their effect on revisit intentions and adds control variables, namely age, and gender. The results of this research indicate that the travel experience has a significant and positive effect on revisit intention, destination image has a significant and positive effect on revisit intention, and destination trust has a significant and positive effect on revisit intention. This research examines the revisit intention of domestic tourists only, further research can develop the research by examining both domestic and international tourists.

Achieving Sustainable Coastal Environment by Examining Destination Image and Tourists’ Environment Responsible Behavior

The irresponsible actions of tourists harm the coastal environment. Throwing garbage in the water, damaging green belts and lawns, and throwing disposable material and shopping bags harm the environment and beautification of coastal destinations. Previous researchers have identified the worse effect of tourists’ irresponsible behaviors on the environment and the aquatic ecosystem of coastal destinations. Concern for the coastal destination environment has pushed researchers and destination management officers to identify the underlying behavioral patterns of tourists and proposed strategies for influencing tourists’ environment responsible behavior (ERB). Current research has discussed the significance of destination image in shaping tourists’ ERB with the help of the cognitive???affective???conative destination image (DI) model. Further study has discussed the mediating effect of perceived destination trust (PDT) and the moderating role of perceived destination reputation (PDR) in shaping tourists’ ERB with the theoretical lens of signaling theory. A self-administrative survey research design was employed, and 954 completed questionnaires were used for data analysis. Data were gathered from the tourists attending coastal destinations located in Karachi, a city in Pakistan. Sitting arrangements for the data collection were made at the exit points of each beach. The study used three categories of hypothesized relationships: direct, mediation, and moderation. The findings of the study indicated that cognitive image has an insignificant effect on the tourists’ ERB while having a significant effect on the affective image and conative image. Results for affective DI show significant effect on conative DI and tourists’ ERB. Further results for conative image showed a significant effect on ERB. Results for mediation showed significant meditation of PDT among the DI and ERB. Finally, the results for PDR showed significant moderation and further indicated that a high level of PDR raises the level of tourists’ ERB. In contrast, tourists showed a low level of ERB when they had a low perception of the destination's reputation. The study has made unique efforts to understand the complex tourists’ ERB with the help of the cognitive???affective???conative image model and signaling theory.

Protecting coastal tourism through developing tourists' environment responsible behaviour

Though the growth of the tourism industry has created economic and social opportunities, it has also hurt the environment and natural resources of the tourist destinations. It is observed that most of the environmental issues at tourist destinations arise due to the ignorant behaviour of tourists. Current research has addressed the environmentally responsible behaviour (ERB) of tourists at the destination with the help of the socio-emotional interaction dimension, including tourists' positive contact with the resident (PCR), emotional solidarity with residents (ESR), and residents, ERB. To achieve the study's objectives, the study has employed the simulation-organism-response (S–O-R) model and social exchange theory (SET) to analyse the influence of the socio-emotional dimensions of interaction between tourists and residents on the tourist's ERB. The study employed a quantitative survey-based casual research design. Data was gathered from tourists who visited four selected coastal destinations in Karachi, Pakistan. One thousand questionnaires were distributed, among which 914 were used for data analysis. Results for direct effect show that PCR, ESR, and residents' ERB significantly and positively affect tourists' ERB. The indirect effect shows that perceived destination trust significantly and positively mediates the effect of PCR, ESR, and residents' ERB on tourist ERB. Finally, moderation results showed that perceived destination reputation has significantly and positively moderated the effect of PCR and ESR on residents' ERB on tourist ERB. Research has several theoretical and practical contributions. Management implications1.Based on the results, socio-emotional interaction between tourists and residents leads to tourists' environmentally responsible behaviour. So, the following are the proposed strategies for managers to improve the residents' and tourist's interaction.a.Destination management should involve residents and tourists in local festivals, cooking competitions, interaction games, cultural games, and quiz competitions.b.Destination management should arrange night walking tours for tourists. Residents of local communities should take tourists to their neighbourhood and give them the experience of local culture and living patterns.c.Destination management should arrange seminars and training workshops for service providers and tourism employees to improve their interaction with tourists.d.Policymakers should develop strict laws at the destination to protect tourists from scams and irresponsible business activities.e.Destination marketers should influence residents' environmentally responsible behaviour by arranging environment protection awareness seminars and workshops.2.Managers should develop the following strategies to improve tourists' perceived destination trust and perceived destination reputation.a.To enhance destination trust, destination managers should develop a responsive online mobile-based complaint system for tourists.b.Destination managers should provide services such as hotel reservations, airline tickets, cab facilities booking, tourist guides, and food delivery on a single online mobile app.c.Online satisfaction surveys to measure tourists' post-visit behaviour can enhance perceived destination trust.d.Sharing attractive content related to the destination on Twitter, Facebook, YouTube, and Instagram can enhance tourists' perceived destination reputation.

Risk, Trust, and the Roles of Human Versus Virtual Influencers

Drawing on the theory of sociology of trust and risk, this study proposes and empirically tests a conceptual model of tourists’ new destination visit intentions. The model links tourists’ subjective knowledge to trust and risk perceptions and explores the moderating effects of social media influencers (human vs. virtual) and tourists’ psychographic factors in this context. Data were collected from two studies: Study 1, through a survey distributed to participants in Malaysia ( n = 493 valid responses); and Study 2, through a between-subjects design experiment with another sample of participants in Malaysia ( n = 470 valid responses). The findings expand knowledge in tourism research by showing that destination trust mediates how subjective knowledge influences perceived risk. Optimism and life satisfaction have significant moderating effects in this context. Furthermore, the relationship between destination trust and visit intention is moderated by human and virtual influencers, according to whether their message is positive or negative.

Impacts of Tourists’ Shopping Destination Trust on Post-Visit Behaviors: A Loss Aversion Perspective

ABSTRACT Despite tourism scholars’ growing interest in shopping tourism, little is known about whether a continuous improvement in shopping environments symmetrically improves shopping tourists’ post-visit behaviors. Based on the cognition – affect – behavior model and loss aversion perspective, this study proposed a theoretical framework examining the relationships between shopping destination trust (SDT), destination emotion (DE), place attachment (PA), risk perception (RP), tourist satisfaction (TS), and revisit intention (RI). A total of 786 valid questionnaires were collected from inbound foreign tourists in Taiwan. The structural equation modeling results suggest significant asymmetric positive effects of SDT on DE and PA. Furthermore, the results show that DE and PA mediate the relationship between SDT and RI. Moreover, RP moderates the relationship between SDT and PA, as well as PA and TS.

How does cuteness become the cue? Investigating the impact of cute destination spokespersons on tourist travel intention

While cute advertising appeals are prevalent, their effects in tourism are largely under-researched. This study contributes to the tourism literature by examining the effects of the perceived cuteness of destination spokespersons on tourists' travel intentions and revealing the psychological mechanisms and boundary conditions. Study 1 (N = 352) was a questionnaire survey that revealed the main effect of perceived cuteness and the mediating role of destination trust. Study 2 (N = 364) was a 2 × 3 experiment that demonstrated the interaction effect between cuteness type and destination type. Study 3 (N = 187) validated the mediating roles of curiosity and experience expectation for utilitarian destinations. In general, the effects of cute destination spokespersons vary across destinations. Practical implications were offered for tourism destination marketing.

Consumer Purchase Intention Towards Online Travel Packages Available on E-Marketplace

The tourism industry has recently been affected by worldwide Covid-19 Pandemic. One of the fundamental aspects of developing the tourism sector through the e-marketplace is a digital technology and mobile phones. The factor that influences purchase intention toward online package available on E-Marketplace during new normal. To evaluate the hypotheses, Partial Least Squares Smart Software (PLS) was created. In a survey of 221 Internet users, the empirical findings indicate that travel plans online are decided primarily by the Online Word of Mouth (WOM), Subjective Norm, Perceived Relative Advantage, Attitude, Perceived Risk, Destination Trust, Perceived Behavioural Control. The theoretical frameworks and the practical consequences of this study are explored, and further research guidelines are discussed.

Impact of Experiential Marketing on Destination Image towards Sri Lankan Tourism with the mediating effect of Destination Trust

The purpose of this study is to determine “whether the foreign tourists will perceive Sri Lanka as one the best destinations in the world with the experiential marketing and destination trust.” This study employed a quantitative research design to conduct the research. The population of this study was the people who recently visited Sri Lanka. The convenience sampling method was used to select the study sample, and 212 respondents were selected accordingly. Through conducting an online survey, data was gathered using a structured questionnaire to measure the study's main concepts. The results state that; “there is a significant relationship between experiential marketing and destination image and destination trust mediates the relationship.”. The research's main limitations where this questionnaire was distributed on the online platform only where there was a high possibility of neglecting the questionnaire. As suggestions for further research, the researcher suggests focusing on how high-end tourists perceive Sri Lanka as a destination, the pitfalls of Sri Lankan tourism, and reasons for lesser arrivals of high-end tourists to Sri Lanka. Following relevant precautions to avoid the virus in upcoming times and letting them feel secure is essential. This research study identified that destination trust is the most significant factor with the highest coefficient value. By engaging in numerous marketing and promotional activities to attract global high-end visitors, and positioning the island as the world's most trusted destination.

Measuring Perceptions of Consumer Destination Image, Destination Familiarity, E-WOM, Destination Trust with Destination Choices

Current theory in tourism marketing lacks understanding of how businesses signal trust to consumers to make destination-based choices. The present research investigates the role of E-WOM, destination image, familiarity, and trust (as mediator) in destination choice from signaling theory perspective. The theory suggests that there is asymmetric information between the receiver and sender which can be resolved by communicating various positive signals. This study aims to test interrelationships among these variables on destination choice. A random sample of 382 consumers having experience of travelling to the northern areas of Pakistan participated in this study. Data was analyzed through SmartPLS. The research findings highlight relationship among factors which plays a significant role for destination choice. The findings further indicate that destination trust act as a positive signal for consumers which in turn influences their destination choice (consumer perceive). Furthermore, for tourists visiting northern areas of Pakistan positive E-WOM, destination image and familiarity create signals to influence destination trust. Implications of the findings for theory and practices are considered along with future research directions.

WORD OF MOUTH AND QUALITY SERVICES; THEIR IMPACT ON DESTINATION TRUST AND REVISIT INTENTION ON IN THE RIAU ISLANDS’ DESTINATION

This study aims to analyze whether word-of-mouth promotion and service quality have an impact on destination trust and intention to revisit tourism destinations in the Riau Archipelago. The population in this study were all tourists visiting the Riau Islands, both foreign and domestic tourists. Methodology: The sample is determined proportionally by considering the number of foreign and domestic tourists. The research sample was 350 tourists consisting of 150 foreign tourists and 200 domestic tourists. For analysis of data using with SmartPLS technique. Results: The results showed that all research hypotheses were accepted. This means that word of mouth and service quality has an impact on destination trust and revisit intention on Riau Islands’ destination.

Cognitive-affective-motivation factors influencing international visitors' destination satisfaction and loyalty

PurposeThis paper seeks to understand the interrelationships between destination attractiveness, satisfaction, attachment and visitors' loyalty and to determine the potential moderating effect of generational cohorts. Using expectancy disconfirmation and generational cohort theories, the paper explains how visitors' cognitive knowledge and motivation factors influence international visitors' attraction and maintenance and their behavioral/attitudinal loyalty.Design/methodology/approachData were collected from 390 international visitors to South Africa during the Southern Hemisphere's summertime via a quantitative research method. A two-stage approach of structural equation modeling was used to analyze the hypothesized model.FindingsThere was no relationship between visitors' loyalty and destination image or destination image and destination trust. However, destination image has a significant effect on visitors' satisfaction. Additionally, visitors' experience had a positive effect on satisfaction and loyalty, while destination trust and destination attachment were positively related.Practical implicationsThe findings show that the tourism sector could reap greater benefits from international tourists if a deeper understanding of different generational cohorts was obtained. There was a varying effect of destination marketing organizations' efforts on different generational cohorts' attraction, trust, satisfaction, feelings and expectations. This study proposes that direct marketing organizations should focus on building brand trust, as it is key to attracting different generational cohorts. Lastly, the study found that generational cohort segmentation accrues many benefits and creates and enhances superior advantages.Originality/valueThe paper provides evidence that more than a destination's attractiveness is required to achieve loyalty; segmenting and understanding different generational cohorts' cognitive, affective and motivation aids in generating better response actions to tourists' changing needs and meeting their demands.