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Rural and Urban Land Tourism and Destination Image: A Dual-Case Study Approach Examining Energy-Saving Behavior and Loyalty

Author

Listed:
  • Wei Zheng

    (School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China)

  • Hongliang Qiu

    (School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
    Zhejiang Academy of Culture & Tourism Development, Hangzhou 311231, China)

  • Alastair M. Morrison

    (Department of Marketing, Events and Tourism, Faculty of Business, Greenwich Business School, Old Royal Naval College, Park Row, Greenwich, London SE10 9LS, UK)

  • Wei Wei

    (Department of Hospitality Services, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA)

  • Xihua Zhang

    (School of Cooperative Economics, Zhejiang Institute of Economics and Trade, Hangzhou 310018, China)

Abstract

Although the significance of destination image is acknowledged, its effect on tourist reactions, especially energy-saving behavior, remains unknown. This research aimed to explore tourist energy-saving behavior (TESB) and loyalty (TL) in a rural land context by using the cognition-affect-behavior (CAB) model. The findings indicated: (1) destination image positively and directly influenced TESB and TL; (2) relationship quality variables, i.e., tourist satisfaction and destination trust, positively and separately mediated the associations of destination image with TESB and TL; and (3) a cross-validation approach of rural and urban cases documented support for the research findings. This study extends the destination image literature by introducing the CAB model and the cross-validation approach to examine energy-saving behavior and loyalty. It offers guidance and a reference for tourism destination practitioners to promote energy-saving behavior and loyalty through the enhancement of destination image and relationship quality.

Suggested Citation

  • Wei Zheng & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Rural and Urban Land Tourism and Destination Image: A Dual-Case Study Approach Examining Energy-Saving Behavior and Loyalty," Land, MDPI, vol. 11(2), pages 1-16, January.
    • Handle: RePEc:gam:jlands:v:11:y:2022:i:2:p:146-:d:727326
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    Citations

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    Cited by:

    1. Jian Cao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "The Role of Social Capital in Predicting Tourists’ Waste Sorting Intentions in Rural Destinations: Extending the Theory of Planned Behavior," IJERPH, MDPI, vol. 19(19), pages 1-20, October.
    2. Zhang, Qi & Ariffin, Shaizatulaqma Kamalul & Richardson, Christopher & Wang, Yuling, 2023. "Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Ammarn Sodawan & Robert Li-Wei Hsu, 2022. "Halal-Friendly Attributes and Muslims’ Visit Intention: Exploring the Roles of Perceived Value and Destination Trust," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    4. Alastair M. Morrison, 2022. "Editorial: Land Issues and Their Impact on Tourism Development," Land, MDPI, vol. 11(5), pages 1-6, April.
    5. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    6. Siew Imm Ng & Xin-Jean Lim & C. Michael Hall & Keng Kok Tee & Norazlyn Kamal Basha & Wan Siti Nabilah Binti Ibrahim & Sara Naderi Koupaei, 2022. "Time for Tea: Factors of Service Quality, Memorable Tourism Experience and Loyalty in Sustainable Tea Tourism Destination," Sustainability, MDPI, vol. 14(21), pages 1-19, November.
    7. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "Linking Perceived Environmental CSR to Residents’ Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident–Environment Relationship Quality," IJERPH, MDPI, vol. 19(24), pages 1-19, December.
    8. Jian Cao & Hongliang Qiu & Alastair M. Morrison & Yingzhi Guo, 2024. "The Effect of Pro-Environmental Destination Image on Resident Environmental Citizenship Behavior: The Mediating Roles of Satisfaction and Pride," Land, MDPI, vol. 13(7), pages 1-19, July.
    9. Wei Zheng & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Landscape and Unique Fascination: A Dual-Case Study on the Antecedents of Tourist Pro-Environmental Behavioral Intentions," Land, MDPI, vol. 11(4), pages 1-20, March.
    10. Jian Cao & Hongliang Qiu & Alastair M. Morrison, 2023. "Self-Identity Matters: An Extended Theory of Planned Behavior to Decode Tourists’ Waste Sorting Intentions," IJERPH, MDPI, vol. 20(6), pages 1-19, March.
    11. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    12. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Predicting Private and Public Pro-Environmental Behaviors in Rural Tourism Contexts Using SEM and fsQCA: The Role of Destination Image and Relationship Quality," Land, MDPI, vol. 11(3), pages 1-30, March.
    13. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism," Land, MDPI, vol. 11(11), pages 1-19, November.

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