AMTP Proceedings 2025

Document Type

Conference Proceeding

Publication Date

Spring 2025

Abstract

The United Nations' Sustainable Development Goals (SDGs) provide a framework to enhance tourism competitiveness, crucial for recovery post-COVID-19. Despite initial successes, research on SDGs' impact on destination brand image is limited. This study explores SDGs' influence on destination brands and the mediating role of identification in a cross-cultural context, organized around four research questions. The study uses data from online surveys in five countries, analyzed through PLS-SEM. Results show that destination SDGs are the most predictive of visit intention, with tourist SDGs negatively moderating this influence. The study finds that SDG-congruity measures are redundant and do not enhance visit intention prediction. Additionally, tourist-destination identification (TDI) partially mediates the influence of destination SDGs and fully mediates SDG-congruity. Cross-cultural differences reveal that destination SDGs are stronger predictors in collectivist societies, where TDI does not mediate their effect.

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

DOI

10.20429/amtp.2025.19

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