Visitors’ Place Attachment and Destination Loyalty: Examining the Roles of Emotional Solidarity and Perceived Safety

Abstract

Hosting ethnically and culturally rich religious festivals provides visitors a glimpse into how a sense of togetherness and faith are not only established but strengthened through shared beliefs and ritualistic behavior. This research examines visitors’ destination loyalty through their emotional bonding with place, the emotional solidarity they experience with residents, and their perceived level of safety. Based on data collected from 813 visitors during the Attur Church Feast in Karkala, India, the results indicated that place attachment directly influences loyalty and two dimensions of emotional solidarity and, in turn, emotional solidarity has a positive effect on loyalty. Additionally, it was found that emotional solidarity partially mediates the effect of place attachment on destination loyalty. Finally, employing a moderated mediation analysis, visitor level of perceived safety at the festival partially moderated the indirect effect of place attachment on destination loyalty through emotional solidarity.