Resident perspectives unveiled: The role of a sustainable destination image in shaping pro-sustainable responses

This paper examines the effects of a sustainable destination image on residents' satisfaction and pro-sustainable behavior considered through positive word-of-mouth (WOM) and engagement in sustainable tourism practices. The paper also explains the moderating role of two demographic variables, i.e., gender and age, in the proposed research model. The findings show that a sustainable destination image affects residents' satisfaction, positive WOM, and engagement, while satisfaction is found to influence only positive WOM with an insignificant impact on engagement. Whereas gender moderates only the relationship between residents’ satisfaction and engagement, the moderating role of age is not confirmed.