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Journal of Travel & Tourism Marketing Volume 38, 2021 - Issue 6
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Research Article

Emotional solidarity and destination loyalty amid the COVID-19 pandemic: a comparison of two scales

Kyle Maurice Woosnama Parks, Recreation and Tourism Management Program, University of Georgia, Athens, GA, USA;b School of Tourism and Hospitality Management, University of Johannesburg, Johannesburg, South AfricaORCID Iconhttps://orcid.org/0000-0001-6674-7578
ORCID Icon,
Dongoh Jooc Sport, Outdoor Recreation, and Tourism Management Program, University of Tennessee at Chattanooga, Chattanooga, TN, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-6285-4808
ORCID Icon,
Kayode D. Aleshinloyed Department of Tourism, Events & Attractions, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USAORCID Iconhttps://orcid.org/0000-0002-1929-3902
ORCID Icon &
Tara J. Denleya Parks, Recreation and Tourism Management Program, University of Georgia, Athens, GA, USA
Pages 541-553 | Received 13 Apr 2021, Accepted 12 Aug 2021, Published online: 25 Aug 2021
 
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ABSTRACT

This study examined the role that tourists’ emotional solidarity with residents serves in explaining their loyalty to the destination they have visited since the COVID-19 pandemic, between May and August of 2020. In so doing, the original Emotional Solidarity Scale (ESS) and the modified ESS were utilized, where their dimensions were considered as predictors of destination loyalty. All ESS dimensions were significant predictors, but the original ESS dimensions explained greater variance in destination loyalty (36.4%) than those of the modified ESS (22.0%), and the difference was statistically meaningful. The results attest to the importance of emotional solidarity to destinations’ success amid the pandemic.

Disclosure statement

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

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