The effects of host sincerity on tourists’ perceived destination image

ABSTRACT

This study aims to explore the effects of host sincerity on tourists’ perceived destination image, satisfaction, and behavioral intentions. Data were collected via an on-site survey in China and analyzed using structural equation modeling analysis. The findings suggest that local hosts should show their sincerity toward tourists in tourist-host interactions to create a positive destination image and trigger positive behavioral intentions of tourists for sustainable development of the travel destination. Residents can be active partners and co-producers of destination branding. This study highlights interactions between tourists and local residents as important attributes of the destination experience.

摘要

本文研究了东道主诚意对游客的旅游目的地形象感知、满意度和行为意愿的影响。数据来源于在中国厦门鼓浪屿的现场调查，并采用结构方程模型进行分析。研究结果表明，只有旅游目的地的本地居民在与游客的交往中表现出了诚意，才能促进旅游目的地的可持续发展，塑造积极的旅游目的地形象，激发游客的旅游意愿。本地居民可以成为旅游目的地品牌的积极合作伙伴和联合创建者。本研究揭示了游客与本地居民之间的互动是游客在旅游目的地体验的重要属性。

KEYWORDS:

• Host sincerity
• cognitive image
• affective image
• tourist satisfaction
• behavioral intention

关键词:

• 东道主诚意，认知形象，情感形象，游客满意度，行为意愿

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by Natural Science Foundation of Guangdong Province for Distinguished Young Scholars [grant number 2017A030310509].