How does virtual co-creation of destination social responsibility affect consumer attitudes: the role of narrative transportation

Virtual co-creation is emerging as a new form of consumer participation in destination social responsibility (DSR). However, existing research lacks sufficient insights into how this form of participation affects consumers’ psychological perceptions and destination brand attitudes. Drawing on the lens of narrative transportation, this study explores how virtual DSR co-creation impact destination brand attitude. Through three scenario-based experiments, this study found that virtual DSR co-creation can promote destination brand attitude, with narrative transportation mediating this relationship. Furthermore, the results revealed that the mediating effect of narrative transportation is moderated by narrative structure. The findings provide theoretical and practical implications for tourism destinations to manage social responsibility communication.