Rural and Urban Land Tourism and Destination Image: A Dual-Case Study Approach Examining Energy-Saving Behavior and Loyalty

Wei Zheng, Hongliang Qiu, Alastair M. Morrison, Wei Wei and Xihua Zhang
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Wei Zheng: School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China
Hongliang Qiu: School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
Alastair M. Morrison: Department of Marketing, Events and Tourism, Faculty of Business, Greenwich Business School, Old Royal Naval College, Park Row, Greenwich, London SE10 9LS, UK
Wei Wei: Department of Hospitality Services, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA
Xihua Zhang: School of Cooperative Economics, Zhejiang Institute of Economics and Trade, Hangzhou 310018, China

Land, 2022, vol. 11, issue 2, 1-16

Abstract: Although the significance of destination image is acknowledged, its effect on tourist reactions, especially energy-saving behavior, remains unknown. This research aimed to explore tourist energy-saving behavior (TESB) and loyalty (TL) in a rural land context by using the cognition-affect-behavior (CAB) model. The findings indicated: (1) destination image positively and directly influenced TESB and TL; (2) relationship quality variables, i.e., tourist satisfaction and destination trust, positively and separately mediated the associations of destination image with TESB and TL; and (3) a cross-validation approach of rural and urban cases documented support for the research findings. This study extends the destination image literature by introducing the CAB model and the cross-validation approach to examine energy-saving behavior and loyalty. It offers guidance and a reference for tourism destination practitioners to promote energy-saving behavior and loyalty through the enhancement of destination image and relationship quality.

Keywords: tourist energy-saving behavior (TESB); tourist loyalty (TL); destination image (DI); relationship quality; cognition-affect-behavior (CAB) model; cross-validation; Yucun Village; Anji County; Hangzhou; China (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (13)

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