Tourists' satisfaction and sense of belonging in adopting responsible behaviors: the role of on-site and social media involvement in cultural tourism

IF 3.8 Q2 MANAGEMENT TQM Journal Pub Date : 2023-09-07 DOI:10.1108/tqm-03-2023-0085
Mauro Dini, I. Curina, B. Francioni, Sabrina Hegner, M. Cioppi
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Abstract

PurposeThe study aims to analyze the relationship between tourists' satisfaction and their sense of belonging in a specific cultural destination by also investigating the moderating role of their on-site involvement, both offline (on-site activities at the destination) and online (social media activities). A further objective lies in exploring the relationship between tourists' sense of belonging and their adoption of environmentally responsible behavior while at the destination. Finally, the paper attempts to determine whether said behavior can predict tourists' pro-environmental behavior and recommendation intention.Design/methodology/approachTo reach these objectives, a survey and a structural equation model, based on a sample of 647 visitors of an important world Heritage site UNESCO (i.e. Urbino), have been adopted.FindingsFindings reveal a positive influence of sense of belonging on satisfaction and environmentally responsible behavior, which, in turn, influences pro-environmental behavior and Recommendation intention, thus triggering a virtuous process in the tourists' formation as responsible and loyal travelers. Moreover, results underline how the relationship between satisfaction and sense of belonging is significantly strengthened when tourists' on-site activity involvement increases. Conversely, the moderating role of social media involvement is not supported.Practical implicationsThe present study offers important implications for different actors in the tourism sector, such as policy makers, destination marketing organizations (DMOs) and tourism operators.Social implicationsThe present study explores the role of social media involvement, specifically during the tourist's holiday.Originality/valueThis study enriches the empirical evidence in the cultural tourism through an analysis focused on the tourists' perspective, especially by investigating the relationship between satisfaction and emotional constructs (i.e. sense of belonging) that are able to bring environmental and loyalty benefits to the destination. Moreover, although existing research has highlighted the positive influence of the tourists' involvement on their experience, there is a paucity of studies jointly analyzing the on-site and online activities in the sustainability field.
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游客采取负责任行为的满意度和归属感:现场和社交媒体参与在文化旅游中的作用
本研究旨在分析游客满意度与特定文化目的地归属感之间的关系,同时调查他们的现场参与在线下(目的地现场活动)和在线(社交媒体活动)中的调节作用。进一步的目标是探索游客的归属感与他们在目的地采取对环境负责的行为之间的关系。最后,本文试图确定上述行为是否可以预测游客的亲环境行为和推荐意愿。设计/方法/方法为了达到这些目标,采用了一项调查和结构方程模型,该模型基于联合国教科文组织重要世界遗产地(即乌尔比诺)的647名游客的样本。研究发现:归属感对满意度和环境责任行为具有正向影响,进而影响亲环境行为和推荐意愿,从而引发游客形成负责任忠诚游客的良性过程。此外,研究结果还表明,随着游客现场活动参与程度的提高,满意度与归属感之间的关系显著增强。相反,不支持社交媒体参与的调节作用。本研究对旅游部门的决策者、目的地营销组织(DMOs)和旅游经营者等不同行为体具有重要的启示意义。社会影响本研究探讨了社会媒体参与的作用,特别是在游客度假期间。原创性/价值本研究通过对游客视角的分析,特别是通过调查满意度与情感结构(即归属感)之间的关系,丰富了文化旅游的经验证据,这些情感结构能够为目的地带来环境和忠诚利益。此外,尽管已有研究强调了游客参与对其体验的积极影响,但在可持续性领域,联合分析现场和在线活动的研究还很缺乏。
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
TQM Journal
TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)
CiteScore
9.10
自引率
0.00%
发文量
114
期刊介绍: Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.
期刊最新文献
Looking good or doing good? Define the U.S. university's public mission by analyzing mission statements and strategic planning Leadership characteristics for implementation and sustainability of quality: an exploratory study and directions for further research Industry 4.0 technologies integration with lean production tools: a review Tourists' satisfaction and sense of belonging in adopting responsible behaviors: the role of on-site and social media involvement in cultural tourism The misplacement of ISO 18404:2015 in organisational improvement: a point-counterpoint article
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