Antecedents of destination advocacy using symmetrical and asymmetrical modeling techniques

Ali, Faizan, Turktarhan, Gozde, Chen, Xianglan and Ali, Murad (2023) Antecedents of destination advocacy using symmetrical and asymmetrical modeling techniques. The Service Industries Journal, 43 (7-8). pp. 475-496. ISSN 0264-2069

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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.

Item Type: Article
Uncontrolled Keywords: advocacy, authenticity, Destination love, experience quality, fsQCA, hospitality, MTurk, PLS-SEM
Subjects: G900 Others in Mathematical and Computing Sciences
N200 Management studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Rachel Branson
Date Deposited: 04 Jan 2023 09:00
Last Modified: 18 May 2023 11:00

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