Abstract:
The purpose of the study was to examine the factors that determine the perceived
values of Social Harmless Capital (SHC) and Destination Loyalty (DL). This study
contributes to fill the research gap in SHC on DL. The quantitative research method
and a Likert scale questionnaire were used for data collection. Using convenience
sampling, 290 respondents were selected, and SPSS and AMOS were used for data
analysis. Item-total correlation, exploratory factor analysis, confirmatory factor
analysis, and Path Model were used for data interpretation. The study found that SHC
is constructed based on three main harmless attributes: ethical contact between people
at the destination, the destination being free from violence, and implementation of
rules and regulations at the destination of tourists. Additionally, revisiting intention,
prioritising destination for the next vacation, and willingness to receive free publicity
of the visited destinations are important determinants of DL. Furthermore, DL is
affected by SHC. In addition, domestic and foreign tourists significantly mediate the
relationship between SHC and DL. Consequently, the present study has argued that
the positive perceived image in SHC can be one of the crucial tourism marketing tools
that can foster competitive advantages among the countries that promote tourism.
Therefore, this study emphasizes that tourism policy makers and tourism
development agencies must simultaneously address the basic issues of SHC at the
destinations. The present study is also a good reference for the destination community
for rethinking and improving the Social Harmless Capital that strengthen Destination
Loyalty.
