Publication Details
Abstract
This study investigates the influence of destination-level Environmental, Social, and Governance (ESG) image on tourists' visit intention in emerging tourism destinations, using Uzbekistan as a case study. Over the last few years, it has gained significant importance in the tourism sector due to the awareness of travelers about sustainability, social responsibility and governance practices at your destination. Compared to the bulk of studies that have investigated ESG on the hotel or firm level, this study investigates ESG perception on the destination level, thus providing a general rather than local perspective on tourist behavior. Survey data collection of 247 international and domestic tourists who either recently visited or considered visiting Uzbekistan within the last two years. The results show that destination trust is significantly influenced by perceptions of cultural care and social responsibility, and it has a positive effect on visit intention. Caring for the environment had the most potent effect (beta = 0.41, p < 0.001) followed by social responsibility (beta = 0.36, p < 0.001). The indirect effect of governance perception is weaker but still significant (beta = 0.18, p = 0.032). The results of the mediation analysis supported destination trust as an important mediating mechanism between the components of an ESG image and trip visit. The study fills the gaps in sustainable tourism and ESG literature and offers practical implications for destination marketers and policymakers, particularly in emerging tourism markets.