OVERTOURISM AND DESTINATION BRANDING: THE MEDIATING ROLE OF FUNCTIONAL AND EMOTIONAL VALUES AMONG TOURISTS

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.2.9

Nurul Ain Atiqah Zarhari, Ahmad Puad Mat Som, M. Azinuddin, M. Hanafiah

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引用次数: 0

Abstract

Purpose – This research note offers an integrative model of destination branding in the context of overtourism in an ecotourism destination. This study examines the impact of overtourism on the functional and emotional values and destination branding. Design – A quantitative research design was used. The research findings were collected through purposive sampling and a cross-sectional approach. Methodology/Approach – Three hundred and thirty-three (333) valid responses were utilised for hypothesis testing. Measurement of the study model and their interrelationship were examined based on Partial-least square-Structural Equation Modelling (PLS-SEM). Findings – The empirical results revealed that overtourism impacts tourists’ functional and emotional value and positively influences destination branding. In contrast, overtourism impacts both tourists’ functional and emotional values adversely. As predicted, tourists’ functional and emotional values mediate the relationship between the effects of overtourism and the destination branding. Originality of the research – This study makes a unique theoretical contribution to the destination branding literature by integrating and empirically testing the interrelationships between overtourism impacts, functional values, emotional values, and destination branding from the tourists’ perceptions. The results of the study are also valuable for destination managers and policy makers to develop sustainable destination branding for their respective tourism destinations.

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过度旅游与目的地品牌化:游客功能价值与情感价值的中介作用

目的-本研究报告提供了一个生态旅游目的地过度旅游背景下的目的地品牌整合模型。本研究探讨了过度旅游对功能、情感价值和目的地品牌的影响。设计-采用定量研究设计。研究结果是通过有目的的抽样和横断面方法收集的。方法学/方法:330(333)个有效回复被用于假设检验。基于偏最小二乘结构方程模型(PLS-SEM)检验了研究模型的测量及其相互关系。研究发现——实证结果显示，过度旅游对游客的功能价值和情感价值产生影响，并对目的地品牌产生正向影响。相反，过度旅游对游客的功能价值和情感价值都有不利影响。正如预测的那样，游客的功能价值和情感价值在过度旅游效应与目的地品牌化之间起到中介作用。本研究整合并实证检验了游客感知中的过度旅游影响、功能价值、情感价值与目的地品牌之间的相互关系，为目的地品牌研究做出了独特的理论贡献。研究结果对目的地管理者和政策制定者为各自的旅游目的地开发可持续的目的地品牌也很有价值。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.