Crowding, substitution, and switching: integrating multidimensional perceived crowding and push–pull–mooring to predict destination switching intention

Purpose This study examines how multidimensional perceived crowding influences tourists' switching intention and clarifies the mediating role of the push–pull–mooring (PPM) mechanism in a crowded destination context. Design/methodology/approach A cross-sectional survey was conducted with 317 valid responses from visitors who had travelled to the study area within the previous year. Data were analysed using partial least squares – structural equation model (PLS-SEM) and importance–performance map analysis (IPMA). Findings The findings from PLS-SEM supported the proposed model, showing that perceived crowding significantly shapes the PPM mechanisms, while alternative attractiveness and switching cost are key determinants of switching intention, whereas dissatisfaction does not significantly influence switching intention. Practical implications Destination managers should prioritise differentiation to reduce substitution appeal, strengthen visitor retention through value-based mooring strategies, and operationally manage personal and social crowding during peak periods. Originality/value This study advances crowding research by integrating a second-order crowding construct with PPM to explain destination switching intention, showing that switching under crowding is largely a pull–mooring-dominated process.