Leveraging Cittaslow Promotion on Social Media to Enhance Tourists’ Behavioral Responses Toward Small Urban Tourism Destinations

As sustainable tourism gains momentum, understanding the impact of Cittaslow promotion on tourist behavior is crucial yet remains unexplored. This study addresses this gap by investigating the effect of Cittaslow promotion on tourists’ behavioral responses, especially within social media contexts and small urban tourism destinations. Applying signaling theory, we conducted a field experiment with real Instagram advertisements (n 1 = 51,089 impressions) and an online experiment (n 2 = 212). Results reveal that Cittaslow promotion campaign directly enhances tourists’ interest in the Cittaslow destination, willingness to visit, and likelihood to recommend. Furthermore, Cittaslow promotion indirectly influences these behaviors through destination brand identification, brand quality, and brand attachment. Notably, the serial mediation effect through destination brand quality and attachment is stronger for travelers with a higher need for restoration. These insights suggest that small urban tourism destinations can enhance tourist interest in the destination, brand identification, and brand quality, and foster emotional bonds through Cittaslow promotion campaigns.