Police service in urban destination points: does it promote urban destination advocacy among tourists?

Purpose This study aims to test an integrated model that examines the relationship between the service qualities of police at any urban tourist destination and the tourist urban destination advocacy at tourist cities in the Shimla region of India, where tourists’ trust in police acts as a mediating variable. This study mainly focused on the type of service shown by police officials to develop trust among the tourists, resulting in their urban destination advocacy. Design/methodology/approach The questionnaire was adopted from previously developed and validated scales. The questionnaire was administered to different tourists who came to India. This study used the bootstrapping technique and structural equation modelling (SEM) to address the research questions and test the hypotheses. Findings This study results indicate that trust in the police mediates the relationship between police service quality and tourist satisfaction at any urban tourist destination. The study’s findings add to the literature on tourists’ trust in policing tourist sites, police service quality and leader behaviour. Research limitations/implications The above-tested model has a very limited number of constructs. There are a variety of additional antecedents (e.g. police organization culture and urban destination attributes) and consequences (word-of-mouth referrals and customer identification) that could be considered for future research to develop a more comprehensive model. The cross-sectional study raises concerns about the causal relationships between constructs in the tested model. More substantial evidence of causality via longitudinal and experimental studies is needed. Originality/value The study’s findings added a chapter to the literature by identifying how police service quality impacts tourist trust building and urban destination advocacy.