How do tourists' attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation
Through the lenses of attribution theory, signal theory, and social exchange theory, this study proposed and tested a conceptual model that investigates how tourists' attribution of destination social responsibility (DSR) motives impact destination trust and intention to visit a destination. The moderating effects of destination reputation (good vs. average) were particularly examined in the proposed model. The results of three experimental studies revealed that the impact of DSR motive attributions on destination trust and intention to visit vary under different conditions of destination reputation. In particular, when a destination has a good reputation, the positive impact of intrinsic DSR motive attribution tends to be stronger than that of extrinsic DSR motive attribution. However, when a destination's reputation is average, the impact of the two types of DSR motive attributions become insignificant. The findings of this study provide theoretical and practical implications for destination marketing and DSR campaigns.
National Natural Science Foundation of China
Destination reputation, Destination social responsibility, Destination trust, Intention to visit, Motive attribution
Hospitality, Tourism, and Event Management
Lujun Su, Qi Lian, and Yinghua Huang. "How do tourists' attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation" Tourism Management (2020). https://doi.org/10.1016/j.tourman.2019.103970