Antecedents of destination advocacy using symmetrical and asymmetrical modeling techniques

Faizan Ali*, Gozde Turktarhan, Xianglan Chen, Murad Ali

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish
Number of pages22
JournalService Industries Journal
Early online date16 Dec 2022
DOIs
Publication statusE-pub ahead of print - 16 Dec 2022

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