Antecedents of destination advocacy using symmetrical and asymmetrical modeling techniques

ABSTRACT

This study uses a multi-method approach to examine antecedents of destination advocacy. Data were collected from 549 respondents via Amazon MTurk. A symmetrical analysis based on partial least squares-structural equation modeling (PLS-SEM) and asymmetrical analysis based on fuzzy-set qualitative comparative analysis explore how combinations of various antecedents, including hospitality, perceived authenticity, destination experience quality, and destination love lead to high and low levels of destination advocacy. Findings indicate that hospitality and authenticity significantly impact destination experience quality. Moreover, destination experience quality and destination love have a significant impact on destination advocacy. Finally, fuzzy-set Qualitative Comparative Analysis (fsQCA) results reveal that a high level of hospitality and destination quality leads to destination advocacy.

摘要

本研究使用多种方法探究旅游目的地受拥护的前因。通过Amazon MTurk收集了549名调查对象的数据。本研究采取基于偏最小二乘法结构方程模型 (PLS-SEM) 的对称分析和基于模糊集定性比较分析 (fsQCA) 的非对称分析，探索多种前因（包括接待、感知真实性、目的地体验质量和目的地喜爱）组合，探讨如何组合导致高水平和低水平的旅游目的地受拥护。结果表明，首先，接待和感知真实性对目的地体验质量有显著影响。其次，目的地体验质量和目的地喜爱对目的地受拥护有显著影响。最后，模糊集定性比较分析结果表明高水平的接待和目的地质量促成目的地受拥护。

KEYWORDS:

• Destination love
• advocacy
• experience quality
• hospitality
• authenticity
• MTurk
• PLS-SEM
• fsQCA

关键词:

• 目的地喜爱；受拥护；体验质量；接待；真实性；MTurk；PLS-SEM；fsQCA

Disclosure statement

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