Making better places to visit: Using the product—country image framework to understand travelers’ loyalty towards responsible tourism operators

The present study examines the antecedents of travelers’ loyalty towards responsible tourism operators in India. A model of brand loyalty was developed by integrating two strands of literature: product—country Image (PCI) and extensive work concerning the concepts of destination image and destination loyalty. Results indicate tourists’ motivations to participate in responsible tourism and their perceptions of the destination and the operator’s brand constitute the determinants of their attitudinal and behavioral loyalty towards their operator.The study adds to our understanding of the demand side of responsible tourism while extending place image theory