Antecedents of destination advocacy using symmetrical and asymmetrical modeling techniques

ABSTRACT This study uses a multi-method approach to examine antecedents of destination advocacy. Data were collected from 549 respondents via Amazon MTurk. A symmetrical analysis based on partial least squares-structural equation modeling (PLS-SEM) and asymmetrical analysis based on fuzzy-set qualitative comparative analysis explore how combinations of various antecedents, including hospitality, perceived authenticity, destination experience quality, and destination love lead to high and low levels of destination advocacy. Findings indicate that hospitality and authenticity significantly impact destination experience quality. Moreover, destination experience quality and destination love have a significant impact on destination advocacy. Finally, fuzzy-set Qualitative Comparative Analysis (fsQCA) results reveal that a high level of hospitality and destination quality leads to destination advocacy.