Purpose This study aims to explore how tourists’ awareness of environmental, social, and governance (ESG) practices influences their perception of a destination’s image. From a behavioral perspective, this research examines how individuals’ social norms and travel intentions – key elements of the theory of planned behavior (TPB) – explain the link between ESG considerations and destination image formation. Design/methodology/approach A quantitative research design was employed. Data were collected from 677 tourists in Taiwan through structured questionnaires. The survey measured ESG perceptions, TPB constructs (social norms, travel attitude, travel intention), and dimensions of destination image. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM) with AMOS 26, supported by 2,000 bootstrap resamples, to test the mediating and moderating effects. Findings The results show that social norms and travel intention significantly mediate the relationships between ESG factors and destination image. Furthermore, travel attitude strengthens the influence of social norms on both travel intention and destination image. Practical implications ESG-driven practices strongly influence tourists’ social norms, attitudes, and intentions. From a practical perspective, destination managers and policy-makers should actively leverage ESG-driven narratives to shape favorable social norms, reinforce positive travel attitudes, and strengthen destination image. Originality/value This study extends the TPB framework by integrating ESG principles to explain tourists’ sustainable decision-making. It provides empirical evidence on how travelers’ awareness of ESG initiatives contributes to the formation of positive destination images, offering theoretical and practical insights for sustainable destination marketing.
Huang et al. (Sat,) studied this question.