The Impact of Host–Guest Interactions Among Young People on Cultural Sustainability: A Case Study of Dialects

Abstract

Dialects represent significant cultural factors and play an essential role in sustainable cultural development. Therefore, identifying and addressing the negative impacts of dialects is necessary for promoting cultural sustainability. Guided by the sensory marketing theory, this study targeted young tourists and conducted an empirical study. The study aimed to explore the impact of destination dialect perceptions on tourists’ emotions and behaviors. The results indicated that their dialect perceptions influence tourists’ recommendations and feedback behaviors. Exclusive perceptions and negative emotions were found to negatively affect tourists’ recommendations and feedback behaviors, acting as sequential mediators between destination dialect perceptions and tourists’ recommendations and feedback behaviors. This study extends the theoretical framework on destination dialect perceptions and provides practical insights for managers seeking to enhance destination development.