Impact of emotional solidarity, place attachment and affective destination image on conative destination image in Pakistan

Abstract

The main purpose of this conceptual paper is to review the impact emotional solidarity and place attachment, on the conative destination image and the mediating role of affective destination image between emotional solidarity and place attachment on conative destination image of Pakistan tourism sector. The paper’s framework was developed based on a systematic review of past literature which has not been tested yet. The present conceptual paper suggests future researchers to test the present framework in the tourism sector in Pakistan using a quantitative approach. The present paper found the important influence of the study’s variables on conative destination image. However, a deep understanding provided of how three (3) variables affect conative destination image in Pakistan. The paper emphasizes the critical value of emotional solidarity, place attachment and affective destination image for tourism sector owner/managers consideration when acting on behalf of their company; failing which the tourism could experience poor destination image. Destination Image Theory was used to underlie the conceptual framework. In addition, implications of this conceptual model for theory and practice are discussed.