HOW DESTINATION SOCIAL RESPONSIBILITY IMPROVES INTERNATIONAL TOURISTS' REVISIT INTENTION: DOES DESTINATION REPUTATION MATTER?

This study examines the impact of destination social responsibility (DSR) on the revisit intention (RI) of international tourists, emphasizing the mediating role of relationship quality (RQ) and the moderating role of destination reputation (DR). By integrating the Stimulus–Organism–Response (SOR) framework, Social Exchange Theory, and Attribution Theory, this research develops a comprehensive conceptual model to capture the complex dynamics among these variables in the context of international tourism. Empirical testing was conducted using partial least squares structural equation modeling (PLS -SEM) on survey data collected from 732 international tourists who had previously visited Vietnam at least once. The analysis revealed several noteworthy findings. First, destination social responsibility has a significant and positive direct effect o n revisit intention, demonstrating that socially responsible initiatives by destinations can encourage tourists to return. Second, RQ partially mediates the relationship between DSR and RI, indicating that elements such as trust, satisfaction, and the perceived strength of the tourist–destination relationship serve as key mechanisms through which positive perceptions of DSR are converted into behavioral intentions. Third, DR was found to significantly moderate these effects, enhancing the influenc e of DSR on both RQ and RI when the destination enjoys a strong reputation. This implies that destinations perceived as reputable can leverage DSR efforts more effectively to strengthen relationships with tourists and encourage repeat visits. Th e study offers both theoretical and practical contributions. Theoretically, it extends the understanding of how DSR operates through relational mechanisms and interacts with reputation to shape tourist behavior. Practically, the findings suggest that destination managers and policymakers should strategically invest in DSR initiatives while simultaneously managing and enhancing destination reputation. By combining socially responsible practices with reputation-building efforts, destinations can cultivate stronger relationships with tourists, increase revisit intentions, and maintain a competitive edge in the global tourism market. Overall, this research highlights the strategic importance of integrating social responsibility and reputatio n management to foster sustainable tourism development and long-term destination loyalty.