Linking destination social responsibility, brand image, tourist satisfaction and brand love to brand loyalty in a tourism destination
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Keywords:
Destination social responsibility
destination brand image
tourist satisfaction
destination brand love
destination brand loyalty
Abstract
This study develops a model to explore the relationships between destination social responsibility (DSR), destination brand image, tourist satisfaction, destination brand love, and destination brand loyalty. Furthermore, it investigates the mediating roles of tourist satisfaction and destination brand love in the relationship between DSR and destination brand loyalty. Data were gathered through direct surveys with paper questionnaires, targeting both domestic and international tourists in Da Nang. A total of 609 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM) to evaluate the proposed model and test the hypotheses. The results support all hypotheses, offering valuable theoretical insights and practical policy recommendations.
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Published
Apr 30, 2025
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How to Cite
Phương, T. T. K., N. T. K. Huệ, H. M. T. Nhi, Đoàn T. H. Thanh, N. K. Viễn, L. V. Huy, and T. T. Vinh. “Linking Destination Social Responsibility, Brand Image, Tourist Satisfaction and Brand Love to Brand Loyalty in a Tourism Destination”. The University of Danang - Journal of Science and Technology, vol. 23, no. 4, Apr. 2025, pp. 24-34, doi:10.31130/ud-jst.2025.053.
