Izvorni znanstveni članak
https://doi.org/10.20867/thm.29.2.9
Research note: Overtourism and destination branding: The mediating role of functional and emotional values among tourists
Nurul Ain Atiqah Zarhari
; Universiti Sultan Zainal Abidin Faculty of Applied Social Sciences Gong Badak Campus, Terengganu, Malaysia
Ahmad Puad Mat Som
; Tourism Corresponding Author Universiti Sultan Zainal Abidin Faculty of Applied Social Sciences Gong Badak Campus, Terengganu, Malaysia
Muaz Azinuddin
orcid.org/0000-0002-2575-2917
; Universiti Sultan Zainal Abidin Faculty of Applied Social Sciences Gong Badak Campus, Terengganu, Malaysia
Mohd Hafiz Hanafiah
orcid.org/0000-0002-3378-7300
; Tourism Universiti Teknologi MARA Faculty of Hotel and Tourism Management Puncak Alam Campus, Selangor, Malaysia
Sažetak
Purpose – This research note offers an integrative model of destination branding in the context
of overtourism in an ecotourism destination. This study examines the impact of overtourism
on the functional and emotional values and destination branding.
Design – A quantitative research design was used. The research findings were collected
through purposive sampling and a cross-sectional approach.
Methodology/Approach – Three hundred and thirty-three (333) valid responses were utilised
for hypothesis testing. Measurement of the study model and their interrelationship were
examined based on Partial-least square-Structural Equation Modelling (PLS-SEM).
Findings – The empirical results revealed that overtourism impacts tourists’ functional and
emotional value and positively influences destination branding. In contrast, overtourism
impacts both tourists’ functional and emotional values adversely. As predicted, tourists’
functional and emotional values mediate the relationship between the effects of overtourism
and the destination branding.
Originality of the research – This study makes a unique theoretical contribution to the
destination branding literature by integrating and empirically testing the interrelationships
between overtourism impacts, functional values, emotional values, and destination branding
from the tourists’ perceptions. The results of the study are also valuable for destination
managers and policy makers to develop sustainable destination branding for their respective
tourism destinations.
Ključne riječi
Overtourism impacts, functional values, emotional values, destination branding
Hrčak ID:
303868
URI
Datum izdavanja:
27.4.2023.
Posjeta: 328 *