Tourism destination social responsibility and the moderating role of self-congruity

Purpose This paper investigates the interrelationships of destination social responsibility (DSR), emotional attachment, self-congruity, experiential satisfaction and environmentally responsible behavior (ERB). Design/methodology/approach Using a sample of 294 visitors to the Guangzhou Zoo in China, this study tested the aforementioned relationships via structural equation modeling. Findings Emotional attachment mediates the effect of DSR on experiential satisfaction, while emotional attachment and experiential satisfaction mediate the effect of DSR on ERB sequentially. Moreover, self-congruity moderates the relationship between DSR and emotional attachment. Practical implications The management of zoos should use DSR communication strategies more proactively to make visitors become well-aware of their economic, philanthropic, environmental and social activities in the host community. This will result in many positive consequences, including visitors’ ERBs. Originality/value The study adds to the DSR literature by introducing multiple mediation mechanisms and paths that lead to visitors’ ERBs.