How visitors's perceived destination ethics impacts their behavioural intentions

Abstract

Purpose – The aim of this research was to investigate the relationship between destination loyalty and its determining factors. A central role was attributed to the perception of the destination ethics. Design – Three dimensions of the perceived destination ethics were identified with the potential to influence tourists’ loyalty: the wellbeing of local people, subjective wellbeing and active participation and equality. Methodology – The study is based on a questionnaire targeting international visitors to the city of Quito (Ecuador). A total of 419 returned questionnaires were analysed using the principal component factor analysis to identify the underlying dimensions of the perceived destination ethics and structural equational modelling to measure and test the research hypotheses. Approach – The structural relationship analysis indicates that perceived destination ethics appear to be the principal influence on loyalty, namely the intention to revisit and willingness to recommend. Originality –A pioneering aspect of the research is that it includes the perceived destination ethics as a loyalty predictor, as well as considering the relationship between predictors. The study proves that the perceived destination ethics contributes to tourist loyalty. In the light of the results managerial implications are discussed.