Exploring the roles of multidimensional versus unidimensional construct of destination social responsibility in explaining destination trust and relationship continuity

Abstract

Purpose: The purpose of this study is to explore the roles of tourists’ perceived destination social responsibility (DSR) in predicting destination trust and relationship continuity by utilizing multidimensional versus unidimensional construct of DSR. Design/methodology/approach: This study develops the two-stage model; a first-stage model includes multidimensional constructs of DSR, and a second-stage model includes an integrated construct of unidimensional DSR. Modern cultural heritage tourism destinations in Korea were selected for this study context. In order to test and compare the results of the two models, partial least squares structural equation modeling (PLS-SEM) was applied with 385 online survey responses. Findings: The results showed that trust plays a significant role in mediating the relationship between DSR and relationship continuity in the both models. However, the effect of DSR becomes differentiated depending on multi- dimensional versus unidimensional construct of DSR. Research limitations/implications: Theoretical and practical implications, and research limitations with future re search directions are suggested. Originality/value: This study compares dimensional structure of DSR in predicting destination trust and relationship continuity in a context of modern cultural heritage tourism destination.