City image and tourists’ revisit intention in Da Lat City: the moderating role of overtourism awareness

This is the authors' abstract. We don't add key points for this paper.

Tourism cities are increasingly challenged to preserve their urban attractiveness while responding to growing visitor pressure and overtourism-related concerns. This study examines tourists’ revisit intention in Da Lat City, a tourism city where destination appeal is closely tied to climate, landscape, lifestyle, public spaces, and everyday urban experiences. Drawing on the Stimulus-Organism-Response framework, the study investigates how city image influences revisit intention through city brand identification, place attachment, city brand love, and memorable city brand experience. It also tests whether awareness of overtourism weakens these relationships. Data were collected from tourists who had visited Da Lat City, yielding 478 valid responses. The proposed model was tested using partial least squares structural equation modelling. The results show that city image positively affects revisit intention and all psychological mechanisms. City brand identification, place attachment, city brand love, and memorable city brand experience significantly mediate the relationship between city image and revisit intention, with city brand love producing the strongest indirect effect. Overtourism awareness negatively moderates the effects of city image and all psychological mechanisms on revisit intention. The study contributes to urban tourism research by showing that tourist loyalty in tourism cities depends not only on favourable perceptions of the city and psychological bonds but also on tourists’ awareness of overtourism-related urban pressures.