The Destination Image On Environmentally Responsible Behavior,with Mediating Effect Of Place Attachment And Tourist Commitment

The purpose of this research study is to evaluate the effect of destination social responsibility(DSR),destination image on environmentally responsible behavior(ERB),and mediating effect of tourist commitment and place attachment.DSR is very important element for tourism development because it affects both tourists and tourism industry.The other factors like destination image,authentic experiences and contentment of tours motivates tourists to behave positively toward environment,WOM and encourage tourists to revisit that place.Tourism is meant to be living your dreams without any boundaries and having genuine experiences of environment,culture or traditions of tourism destination.This study is built upon the tourism and marketing literature and proposed model representing the relationship between destination social responsibility,destination image,authenticity and satisfaction on environmentally responsible behavior,revisit intention and word of mouth with mediating effect of place attachment and tourist commitment.The variables are explained with reference to previous research studies and literature work in tourism industry.The conceptual model consists of 7 hypotheses which were empirically tested using survey data from 500 tourists in China visited its city Dalian which is a famous tourist destination.The questionnaire was designed and modified according to the requirement of proposed model.There were 464 valid questionnaires because some of them were incomplete and wrongly filled.The research was a quantitative study conducted in one of the China's biggest city Dalian.The reason of selecting this city is it has ten beautiful tourists'sites which were favorable for data collection purpose.For analysis purpose SPSS,version 19.0 was used.Reliability and validity of scale was established to measure the hypothesized variables through descriptive analysis,factor analysis and one-way ANOVA analysis.The empirical findings of this research study are based on the results disclose that the destination social responsibility(DSR),destination image,authenticity and satisfaction have positive effect on environmentally responsible behavior(ERB),tourists revisit intention and to spread positive word of mouth.The place attachment and tourist commitment are the mediator and indirectly effecting motivation of tourists.This study will also explore and analyze the environmentally responsible behavior,revisit intention of tourist and importance of tourism communication all the way through word of mouth.This research study contributes academic and managerial implications which are discussed in the article with reference to gained results.At the end this study is concluded with its limitations and directions to the future study.