Destination environmental branding and sustainable eco-conscious consumer

• Main Authors: Alam, Syed Hasnain, Ahmed, Rizwan Raheem, Hashem E., Alharthi Rami, Md. Salleh, Nor Zafir, Vasa, Laszlo, Delibasic, Melica, Abrham, Josef
• Format: Article
• Published: Vilnius University 2022
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utm.my/104660/; http://www.transformations.knf.vu.lt/56/article/dest
• Institution: Universiti Teknologi Malaysia

This research aims to examine the role of ecotourism of destination ecological, economic branding to enhance the sustainable eco-conscious consumers in an emerging economy. Empirical research investigates the tourism management effects on the image and equity of the city & finally inspects these effects on international visitors across the country. Data is collected from 368 eco-conscious consumers from the emerging city. For the analyses purposes, we employed Partial least square-structural equation modelling (PLS-SEM) to advance the development and testing of theory in eco-tourism research. Pragmatic results demonstrate that eco-tourism destination branding and destination image have played a significant role in improving the overall destination of the brand equity of the city. A systematic scientific procedure for SEM results estimation is presented and applied to an annotated tourism as a case example. The research established that city destination features like destination image, services, and experience significantly contribute to destination branding. This research suggested a theoretical contribution to the existing body of current knowledge regarding eco-tourism marketing as a refined quantitative analysis. It will ultimately permit future researchers to elucidate the research’s contribution to comprehending the prominence of destination branding among tourists in an emerging economy.