Tiêu đề Bridging the nexus between sustainable destination gestalt and tourists' value co-creation with the site: an analysis in a collectivism-oriented nation ✅

making sustainable tourism increasingly essential to balancing economic, environmental, and social needs for all stakeholders (Section 1 in the Supplementary contents file). Despite extensive research, sustainable tourism development remains dynamic, continually evolving and facing new challenges due to changing consumption patterns (Streimikiene et al., 2021). There are opportunities to evaluate the roles of various stakeholders—businesses, communities, individuals, and governments—in promoting sustainability. Successful sustainable tourism relies on collaboration among key stakeholders—entrepreneurs, tourists, local governments, and residents—where harmonized efforts determine its success (Yoon and Lee, 2023). Destination managers must actively engage communities in management, planning, and promotion to achieve sustainability goals (Rastegar and Ruhanen, 2022), aligning with value co-creation (VCC). This study explores the collaborative role of stakeholders, particularly tourists, in advancing sustainable tourism. Value co-creation has developed as a broad concept involving collaboration among stakeholders such as customers, suppliers, and partners (Prahalad and Ramaswamy, 2004), with customers playing a key role (Jaakkola and Mathew, 2014). Engaging customersin value co-creation offers a competitive advantage, especially in emerging markets (Tran and Vu, 2021). Value co-creation is extensively discussed in marketing literature and applied across sectors like tourism, focusing on tourists’ active participation with service providers (Z�atori, 2016). This study views value co-creation as a dynamic, collaborative processthat benefits all stakeholders and aligns with the value-in-use concept, where producers (i.e. destination managers, locals) and consumers (i.e. tourists) co-create value reciprocally (Prahalad and Ramaswamy, 2004; Vargo and Lusch, 2008). Despite growing interest in value co-creation research, particularly in tourism, literature gapsremain. Moststudiesfocus primarily on tourists, overlooking other key stakeholderslike residents, employees, and travel agents (Ribeiro et al., 2023). Besides, a holistic approach involving various stakeholders—consumers, firms, employees, competitors, and the government—to better understand the drivers of value co-creation is recommended (Jain et al., 2024). Building on these insights, this study investigates sustainable destination brand gestalt (GES), adopting broader perspectives to reflect the multidimensional nature of brand concepts (Mandagi et al., 2021). While Hoang and Nguyen (2024) found that sustainable destination image enhances tourist support, gestalt extends beyond imagery to include brand story, experience, environment, and stakeholder engagement that fosters tourists’ emotional and perceptual connections, and attachment (Mandagi et al., 2021). To fulfill sustainability objectives, destination managers need to actively involve stakeholders, including tourists, and integrate communities into the processes of planning, management, and promotion (Rastegar and Ruhanen, 2022)—value co-creation. In reality, the shared focus of governments and tourists on sustainability underscores the need for a comprehensive understanding and effective implementation of sustainability initiatives at destinations (Section 2 in the Supplementary contents file). Gestalt enhances a destination’s sustainable well-being by signaling commitment to sustainability. However, misalignment between destination managers (signal senders) and tourists (signal receivers) may lead to misinterpretation ofsustainability efforts. Existing research offerslimited insights into whethersustainability-driven branding (gestalt) influencestourists’ value co-creation. To address this gap, this study explores the multidimensional, multi-stakeholder nature of gestalt and its role in motivating tourists’ value co-creation, posing the research question (RQ): RQ1. What is the relationship between sustainable tourist destination brand gestalt and tourists’ value co-creation? Furthermore, personality traits significantly shape behavioral tendencies, including value co- creation (Jain et al., 2024). In the context of “green” or “sustainable” behaviors, consumers’ psychological traits greatly impact their choices. However, research shows limited focus on individual social responsibility’s role in these behaviors. While much of the literature emphasizes corporate social responsibility, individual social responsibility—a key part of JHTI
decision-making—has received less attention (Kara and Min, 2024; Schlaile et al., 2018). Many tourists prefer destinations that support local economies and cultural sustainability, yet their commitment to reducing environmental impact varies (Lotfavi et al., 2025). This highlights the need to further explore tourists’ social responsibility (TSR) in sustainable tourism research. This study, therefore, centers on tourists’ social responsibility, building on Roberts’ (1995) socially responsible consumer concept as one who chooses products and services with positive environmental or social impacts. For example, a socially responsible tourist may participate in local clean-up activities or choose eco-friendly accommodations. This study examines the moderating role of tourists’ social responsibility for several reasons. Socially responsible tourists are more likely to engage in sustainable actions (Quelch and Jocz, 2009), pay attention to sustainability signals, and process elements of gestalt (Roberts, 1995; Vlachos et al., 2013). Their belief that individual actions contribute to societal and environmental well-being fosters support for sustainability efforts (Mohr et al., 2001; Ribeiro et al., 2018). Furthermore, individuals with strong social responsibility tend to act in relation to environmental and social welfare (Roberts, 1995; Kara and Min, 2024). By exploring this insufficiently examined factor, this study enhances the understanding of how gestalt influences tourists’ value co-creation, leading to the RQ: RQ2. What are the moderating roles of tourists’ social responsibility in the relationship between sustainable tourist destination brand gestalt and tourists’ value co-creation? Moreover, value co-creation research needs to consider cultural diversity across different countries(Saha et al., 2021).Cultural orientation has also been underexplored as an antecedent in value co-creation literature (Jain et al., 2024). Hofstede’s (1991) cultural orientation framework, widely used across various fields, includes collectivism, which drive consumer behavior. Collectivism (COL) stresses interdependence and group interests (Arshad et al., 2019). Practically, fostering community participation in tourism development emerges as an effective strategy to advance sustainable tourism (Section 3 in the Supplementary contents file). In collectivist societies, group norms often influence social responsibility, transcending individual preferences (Triandis, 1988; Yang et al., 2024). Vietnam, with a strong collectivist score of 20 (Do et al., 2024), provides a relevant context for examining the joint moderating effects of collectivist orientation and tourists’ social responsibility in fostering value co- creation. This raises the RQ: RQ3. What are the combined effects of collectivist orientation and tourists’ social responsibility on the relationship between sustainable tourist destination brand gestalt and tourists’ value co-creation? Thisstudy addresses key literature gapsin value co-creation in tourism, particularly the limited empirical research on the link between gestalt and value co-creation, as well as the role of tourists’social responsibility as a catalyst. Additionally, the scarcity of studies on collectivist orientation underscoresthe need to explore cultural influences on value co-creation. To bridge these gaps, this study examines (1) the gestalt–value co-creation relationship, (2) the moderating effect of tourists’ social responsibility, and (3) the joint moderating effect of collectivist orientation and social responsibility. The findings can encourage destinations, especially those in collectivist context, to develop towards sustainability with the co-creating support of tourists. In addition, destination managers could leverage tourists’ social responsibility to amplify their sustainable branding efforts. As one of the pioneering studies in this area, it offers a valuable exploration of sustainability-driven tourism engagement. 2. Literature review 2.1 Sustainable destination gestalt Gestalt is an organized whole seen as greater than the sum of its parts (Koffka, 2013), emphasizing perception, cognition, and consciousness(Stemberger, 2021). The conceptstems Journal of Hospitality and Tourism Insights
from gestalt theory and related work. Brand is described as a complex system formed through the interaction of various elements, involving individuals and organizations with a vested interest, creating the gestalt (Keller, 2003; M€uhlbacher et al., 2006; Diamond et al., 2009). More recently, brand is defined as an interconnected system or gestalt, where its components interact to create a complex brand system (Mandagi et al., 2021). This study defines the “sustainable destination gestalt” (GES) is a brand identity of a destination offering co-created sustainability-focused services that balance the economic, environmental, and social needs of all stakeholders (Mandagi et al., 2021; Diamond et al., 2009). Gestalt is proposed to include story, experience, environment, and stakeholders (Mandagi et al., 2021) (Section 4 in the Supplementary contents file). 2.2 Theoretical backgrounds 2.2.1 Signaling theory. Signaling theory describes how organizations communicate with stakeholders through signals that convey organizational quality or character (Akerlof, 1978; Ogunfowora et al., 2018), and influence stakeholders’ perceptions, attitudes, and behaviors (Su et al., 2023). The theory involves three main elements: signaler, signal, and receiver (Boateng, 2019).Receiversinterpret and form judgments about others’ actions(Heider, 1958), which can shape their attitudes and behaviors(Rupp et al., 2006). Signaling theory emphasizes reducing information asymmetry between parties (Taj, 2016; Connelly et al., 2011). This intentional communication benefits both parties, providing value to the receiver while allowing the signaler to gain from the interaction (Taj, 2016; Connelly et al., 2011). In tourism, gestalt fosters emotional bonds and connections between visitors and destinations, essentialfor understanding visitor-destination attachment (Mandagi et al., 2021). Signaling theory suggests that gestalt acts as a positive signal, communicating sustainability efforts that enhance tourist engagement and destination development. This mutual exchange fosterstrust, benefiting both the sender and receiverin a win-win scenario (Taj, 2016;Connelly et al., 2011). Hoang and Nguyen (2024) noted that positive signals from sustainable destinations drive favorable tourist attitudes and encourage support. Based on the signaling theory, we propose that sustainable destination gestalt communicates the quality of the site in terms of sustainability commitment; thus, it fosters tourists’ perceived quality. 2.2.2 Social exchange theory. Homans (1958) introduced the Social Exchange Theory (SET) to explain exchange structures and behaviors among individuals and groups, based on reciprocity. Individuals feel compelled to reciprocate when they receive benefits (Colquitt et al., 2013). In tourism, SET clarifies attitudes toward tourism and support for its development, influenced by evaluating benefits for themselves and their community (Hassan et al., 2022). While sustainable tourism research often focuses on local residents’support (e.g. Woo et al., 2015; Eslami et al., 2019; Zheng et al., 2019), applying SET to tourists’ collaboration with destinations is less explored. Sustainable tourism covers the entire experience, addressing economic, social, and environmental issues, enhancing tourist experiences, and considering host community needs (WTO, 1998). This study posits that a sustainable destination with quality gestalt aligns with the perceived intrinsic sustainable benefits of tourists, and therefore, tourists’ perception ofsite quality (e.g.sustainable tours and services) fosters value co-creation as a reciprocity. 2.3 Hypothesis development and research model In this study, gestalt represents the whole identity of a destination offering sustainability- focused, co-created services. Gestalt is experiential, fostering emotional and perception-based connections between tourists and the destination (Mandagi et al., 2021). Achieving successful sustainable tourism developmentrequires close collaboration among key stakeholders, and are heavily influenced by the level of harmony and cooperation among them (Yoon and Lee, 2023; Rastegar and Ruhanen, 2022). Value co-creation in this context refers to the collaborative process between sites and tourists, creating shared value (Prahalad and Ramaswamy, 2004; JHTI