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Destination social responsibility drives destination brand loyalty: a case study of domestic tourists in Danang city, Vietnam

Phuong Kim Thi Tran (Department of Tourism, The University of Danang, University of Economics, Da Nang, Vietnam and School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Hue Kim Thi Nguyen (International Institute of Technology, The University of Danang, Da Nang, Vietnam)
Loc Thi Nguyen (Department of Vietnamese Studies, University of Science and Education, The University of Danang, Da Nang, Vietnam)
Hong Thi Nguyen (Department of Geography, University of Science and Education, The University of Danang, Da Nang, Vietnam)
Thanh Ba Truong (Department of Accounting, The University of Danang, University of Economics, Da Nang, Vietnam)
Vinh Trung Tran (Department of Tourism, The University of Danang, University of Economics, Da Nang, Vietnam)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 6 February 2023

Issue publication date: 16 March 2023

1098

Abstract

Purpose

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.

Design/methodology/approach

An online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.

Findings

This research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.

Research limitations/implications

Future research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.

Originality/value

A new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

Keywords

Acknowledgements

This research is funded by Vietnam Ministry of Education and Training under grant number B2022-KSA-02.

Citation

Tran, P.K.T., Nguyen, H.K.T., Nguyen, L.T., Nguyen, H.T., Truong, T.B. and Tran, V.T. (2023), "Destination social responsibility drives destination brand loyalty: a case study of domestic tourists in Danang city, Vietnam", International Journal of Tourism Cities, Vol. 9 No. 1, pp. 302-322. https://doi.org/10.1108/IJTC-03-2022-0069

Publisher

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Emerald Publishing Limited

Copyright © 2023, © International Tourism Studies Association

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