Can co-creating a “slow destination” image boost sustainability?
Metadatos
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Frías Jamilena, Dolores María; Polo Peña, Ana Isabel; Peco Torres, Francisco; Sabiote Ortiz, Carmen MaríaEditorial
Elsevier
Materia
Slow tourism “Slow destination” image Pro-environmental behavior Value co-creation Sustainability Online media
Fecha
2024-05-03Referencia bibliográfica
D.M. Frías-Jamilena et al. Can co-creating a “slow destination” image boost sustainability? Journal of Destination Marketing & Management 32 (2024) 100898. https://doi.org/10.1016/j.jdmm.2024.100898
Patrocinador
Junta de Andalucía; Universidad de Granada / CBUAResumen
The aim of this study is to determine whether a “slow tourism” image, coupled with value co-creation, can help develop sustainable tourist destinations. The study adapts a “slow destination image” scale and proposes that online value co-creation can be a valid strategy in the quest to encourage pro-environmental behaviors among visitors. A quantitative empirical study is conducted on a sample of Spanish domestic tourists (n = 681) and a covariance-based structural equation modeling analysis is performed. The findings of the study add value to the literature, providing empirical evidence that a “slow destination” image has a positive effect on tourist proenvironmental behavior and that online value co-creation has a positive and significant effect on “slow destination” image and tourist pro-environmental behavior. The study will also be of practical use to destination/ tourism agents, both public and private, by indicating how to develop a type of tourism—slow tourism—and a marketing strategy online value co-creation—that are useful for building sustainability and applicable to any tourist destination.