Review Reports - The Moderating Role of Destination Branding Between Awareness and Value of Performing Arts and Youth Inclination to Promote Tourism

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

I believe the topic chosen for this paper is very interesting and extremely relevant to the future of tourist destinations that wish to offer a differentiated product without losing their essence and originality, based on their traditions and cultural aspects. This fosters integration between residents and visitors, generating the atmosphere necessary for good management of the tourist destination's brand.

With the aforementioned suggestions, the paper can be improved and brought closer to publication.

I believe the paper addresses an interesting topic that has been under-analyzed in the literature on tourism destination management and marketing. Although the paper presents relevant content, I believe it should incorporate significant improvements in several sections:

Although the difference between APA and VPA may be clear from the researchers' perspective, I am not so clear that it is also clear from the sample members' perspective. My suggestion is that, either for this paper or a subsequent one, the measurement model should be improved to address the APA/VPA overlap (merge into a higher-order factor or refine the items with EFA/CFA); and the CR/AVE should be reported comprehensively.
Strengthen CMB controls beyond the Harman test (score factor or latent method).
Also as a suggestion for improvement, the DBE construct for young residents (self-congruity, authenticity, place identity) could be better justified, and the content of the DBE items could be revised to align them with brand meanings relevant to young people. All of this could improve the results obtained.
The literature review conducted could be improved by incorporating new key references on destination branding and identity fit, such as:
1. Swain, S., Jebarajakirthy, C., Sharma, B. K., Maseeh, H. I., Agrawal, A., Shah, J., & Saha, R. (2023). Place Branding: A Systematic Literature Review and Future Research Agenda. Journal of Travel Research, 63(3), 535–564. https://doi.org/10.1177/00472875231168620
2. Pike, S. (2005). Tourism destination branding complexity. Journal of Product & Brand Management. 14(4): 258–259
3. Ekinci, Y., & Hosany, S. (2006). Destination Personality: An Application of Brand Personality to Tourism Destinations. Journal of Travel Research, 45(2), 127-139.
I believe that the explanation of the sample collection procedure should be improved, thereby strengthening its validity and replicability.
The conclusions should be improved, taking into account that sample limitations can also influence the proper interpretation of causality. I also believe that a mixed-methods follow-up should be proposed to analyze the negative effect of DBE. I believe that incorporating a qualitative study into the quantitative study can greatly improve the results.

Promoting the cultural and artistic values of a tourist destination is essential to generating a brand personality for that destination and enhancing its differentiation. Deepening knowledge and understanding of these values and then disseminating them in an engaging and understandable way, is undoubtedly a fundamental factor in strengthening the destination and its tourism brand. However, after carefully reading your paper, I have a question. Could there be a bias in the research approach that leads to the results obtained?

Comments on the Quality of English Language

Overall, I consider the quality of the English to be acceptable, but I recommend hiring professional translation services if you haven't already.

Author Response

With the aforementioned suggestions, the paper can be improved and brought closer to publication.

Comment

Although the difference between Awareness of Performing Arts and Value of Performing Arts may be clear from the researchers' perspective, I am not so clear that it is also clear from the sample members' perspective. My suggestion is that, either for this paper or a subsequent one, the measurement model should be improved to address the APA/VPA overlap (merge into a higher-order factor or refine the items with EFA/CFA); and the CR/AVE should be reported comprehensively.

Response

Thank you for flagging the potential overlap between Awareness of Performing Arts (APA) and Value of Performing Arts (VPA). We now report CR and AVE for all constructs: VPA (CR = 0.939; AVE = 0.633), APA (CR = 0.943; AVE = 0.623), YI (CR = 0.949; AVE = 0.630), DBE (CR = 0.803; AVE = 0.423). Discriminant validity via the Fornell–Larcker test is not met for VPA vs. APA (r = 0.894 > √AVE_VPA = 0.795; √AVE_APA = 0.789). We therefore (i) acknowledge the conceptual/empirical proximity in the manuscript; (ii) add sensitivity checks showing conclusions are robust whether the driver is modeled with APA alone (f² = 0.575) or VPA alone; and (iii) note as a limitation that future work may model a higher-order “Performing Arts Orientation” factor or refine indicators via EFA/CFA and HTMT.

Comment

Strengthen CMB controls beyond the Harman test (score factor or latent method).

Response

Beyond Harman’s single-factor test, we estimated a one-factor model (all items loading on a single latent factor) and contrasted it with a four-factor measurement model (VPA, APA, YI, DBE). The single-factor model shows unsatisfactory fit (RMSEA = 0.113; CFI = 0.755; SRMR = 0.087), whereas the four-factor model improves fit markedly (RMSEA = 0.091; CFI = 0.842; SRMR = 0.059), suggesting the data are not dominated by a single common factor.

Comment

Also as a suggestion for improvement, the DBE construct for young residents (self-congruity, authenticity, place identity) could be better justified, and the content of the DBE items could be revised to align them with brand meanings relevant to young people. All of this could improve the results obtained.

Response

Thank you very much for your kind response and valuable suggestion, We will add the suggested dimensions in the suggestions for futurte studies, however, as the data has already been collected and the questionnaire when it was developed was sent to three experts and all the suggested changes were made, Again I appreciate and thank you for suggesting some very valueable dimensions hich we have added for future suggestions.

Comment

The literature review conducted could be improved by incorporating new key references on destination branding and identity fit, such as:

Swain, S., Jebarajakirthy, C., Sharma, B. K., Maseeh, H. I., Agrawal, A., Shah, J., & Saha, R. (2023). Place Branding: A Systematic Literature Review and Future Research Agenda. Journal of Travel Research, 63(3), 535–564. https://doi.org/10.1177/00472875231168620
Pike, S. (2005). Tourism destination branding complexity.Journal of Product & Brand Management. 14(4): 258–259
Ekinci, Y., & Hosany, S. (2006). Destination Personality: An Application of Brand Personality to Tourism Destinations. Journal of Travel Research, 45(2), 127-139.

Response

Thank you very much for identifying some very important studies which perhaps we missed, we have already included, but two very really interestiung and we have added. Therefore, the suggested papers have been reviewed and he crux has been added to various points where it was deemed to fit.

Comment

I believe that the explanation of the sample collection procedure should be improved, thereby strengthening its validity and replicability.

Response

The sampling criteria especially the selection of the respondents and the inclusion criteria has been discussed in detail.

Comment

The conclusions should be improved, taking into account that sample limitations can also influence the proper interpretation of causality. I also believe that a mixed-methods follow-up should be proposed to analyze the negative effect of DBE. I believe that incorporating a qualitative study into the quantitative study can greatly improve the results.

Response

The suggested changes at the moment are not possible due to time onstraints, however, adoption a qualitative study has been recommended in future studies.

Comments

Response

We acknowledge limits of a cross-sectional, self-report, non-probability design. Robustness checks include a mediation model (DBE as mediator) and a moderation model (DBE as moderator). Indirect effects were not significant (VPA→YI = 0.0086, p = .229; APA→YI = −0.0051, p = .439); DBE→YI was small and negative (β = −0.065, p = .014); interactions were not significant (VPA×DBE, p = .098; APA×DBE, p = .224). APA is the dominant driver (R² = 0.802; f² = 0.575). These diagnostics are now integrated into the Limitations and Discussion; we also suggest marker/latent-method approaches in future designs.

Author Response File: Author Response.pdf

Reviewer 2 Report

Comments and Suggestions for Authors

The paper is structured in two main parts:

1) The first one dealing mainly with the methodological and theoretical issues; this part is presented in a coherent way and well referenced.

2) The second part supposed to highlight the characteristics and findings in the case study. Unfortunately, the presentation of this part is vague and general and does not refer in any case to the case study.

3) The tables are presented without neither title nor comments.

4) Watch about the spelling (line 205).

5) A glossary ( SDG, CBCT,...etc) should be presented in the appendix or in the text.

6) The framework presented may be more adequate to be after the announcement of the hypotheses.

7) The tables are presented with some attributes. However, the selection, weight and impacts of these attributes (particularly for the case study) are not sufficiently and clearly justified.

8) The value of performing arts and youth inclination to promote tourism may be seen as a detail, if we consider Tourism as a system, and may not have the desirable impact in the touristic activities. For the involvement of the population and sustain the traditional activities and boosting the heritage conservation through the development of the tourism, Al Hafsia could be an illustrative case.

9)"Culture as a set of traditions, belief, customs transmitted from one generation to another" is one of the definitions given to culture that the authors are presenting as an awareness of performing arts.

10) For the performing arts used as mega events, there are many examples and cities using such activities for many considerations mainly economical and heritage; the cases of Edinburgh (with the annual festival of arts and drama organized every summer: end of August to beginning of September) or Stratford upon Avon (from mid of April to the beginning of October) illustrate these objectives.

Author Response

The paper is structured in two main parts:

1) The first one dealing mainly with the methodological and theoretical issues; this part is presented in a coherent way and well referenced.

Response

Thank you

Comment

Response

This is a research paper not a case study by any means. Hence, at majority of the places where specific Dhofarian context was used it has been turned to region or the country.

Comment

3) The tables are presented without neither title nor comments.

Response

Tables are numbered and titled.

Comment

4) Watch about the spelling (line 205).

Response

The entire paper has been proof read again and we tried to make the paper free of spelling mistakes.

Comment

5) A glossary ( SDG, CBCT,...etc) should be presented in the appendix or in the text.

Response

CBCT is used once so it is written completely and SDG is written once in complete and later abbreviations are used.

Comment

6) The framework presented may be more adequate to be after the announcement of the hypotheses.

Response

The position of the framework has been changed.

Comment

7) The tables are presented with some attributes. However, the selection, weight and impacts of these attributes (particularly for the case study) are not sufficiently and clearly justified.

Response

We appreciate the suggestion and now clarify (i) selection, (ii) weighting, and (iii) impact assessment of the attributes.

(i) Selection. Items for VPA, APA, YI, and DBE were adapted from prior literature on youth arts participation, place/destination branding, and cultural value (citations already in the paper), then contextualized to Dhofar through wording pretests.

(ii) Weighting. Following standard practice for reliable multi-item scales, we used unit-weighted composites (arithmetic means) after verifying internal consistency (α ≥ .93 for VPA/APA/YI; DBE α = .821 after item removal). As a robustness check, we computed factor scores from single-factor CFAs for each construct; results and inferences were unchanged (APA remained the dominant predictor; DBE retained a small negative direct effect; interactions non-significant). We therefore retain composites for transparency and interpretability in the case-study context.

(iii) Impacts. We quantify impacts with model coefficients (β), Cohen’s f² from auxiliary OLS, and explained variance (R²). APA shows a large effect (f² = 0.575), VPA a small effect (f² = 0.023), DBE a small negative effect (f² = 0.016); overall R² = 0.802. We added explicit references to these metrics in the Results and a short rationale in Methods.

We added these points in the manuscript in the methods section (points 9 and 10).

Comment

Response

I got your point but tried to incorporate it in the writeup up to best of my understanding, We believe that we have catered the comment in the literature.

Comment

Response

We have tried to incorporate this element throughout the literature up to the best of our understanding.

Comment

Response

Again I appreciate for providing such important examples, however, as the culture of europe and Middle east is quite different, so adding such examples will may cause contradictory analsyis as the promotion of cultures of those countries and Oman, the procedure and the roots are quite different, so we have not added these in the literature, however, we have added it to the suggestions in the form of cross cultural comparisons for the similar topic.

Author Response File: Author Response.pdf

Reviewer 3 Report

Comments and Suggestions for Authors

The article "Moderating the Role of Destination Branding between Awareness and Value of Performing Arts and Youth Inclination to Promote Tourism" raises the important issue of building youth awareness of the performing arts.

The aim of the article was to present the results of research on youth interest in the value of performing arts and related issues, such as perceived destination branding. This issue is considered important for several reasons, including the cultural development of young people, the transmission of positive role models, and - crucially from the perspective of the journal's nature - attracting tourists.

The research method was well-chosen and described extensively and in detail. The authors' hypotheses (4) were verified using this method.

The literature used is largely recent.

I believe that the article would be worthwhile to devote additional attention to the issue of generational differences - the nature of the generations (one or more) described by the authors. This topic has already been extensively researched and described in numerous publications, and addressing it in research could help develop recommendations. Due to the specific nature of specific generations, attempts to influence their representatives can be made in various ways to increase effectiveness.

The work contains several minor formal/editorial issues:

- the first figure and first table are missing labels (lines 170 and 205)
- figures and tables (with the exception of the table in line 205) lack information about their sources. These should be clearly indicated, even if they were authored independently
- line 643 - incomplete year of publication
- references should be listed alphabetically - unfortunately, the list becomes disorganized after about halfway through

I encourage you to consider these issues before submitting the final version of the article.

Author Response

Response

True

Comment

Response

Thank you

Comment

The research method was well-chosen and described extensively and in detail. The authors' hypotheses (4) were verified using this method.

Response

Thank you

Comment

The literature used is largely recent.

Response

Thank you

Comment

Response

Thank you for the valueable suggestion, however, we have catered the same for the future dimensions.

Comment

The work contains several minor formal/editorial issues:

- the first figure and first table are missing labels (lines 170 and 205)

Response

The labels have been added and also the sources.
Comment

- figures and tables (with the exception of the table in line 205) lack information about their sources.

Response

Sources have been added.

Comment

These should be clearly indicated, even if they were authored independently

Response

Identified which are developed by the author and whioch thorugh the software.

Comment
- line 643 - incomplete year of publication

Response

All such mistakes have been rectified throughout the article.
Comment

- references should be listed alphabetically - unfortunately, the list becomes disorganized after about halfway through

Response

The list has been arranged alphabatically.

Comment

I encourage you to consider these issues before submitting the final version of the article.

Response

Thank you.

Author Response File: Author Response.pdf

Reviewer 4 Report

Comments and Suggestions for Authors

The paper entitled "Moderating Role of Destination Branding between Awareness and Value of Performing Arts and Youth Inclination to Promote Tourism" presents an interesting and timely investigation into how awareness and value of performing arts among Omani youth (using a case study of the Dhofar region) shape their inclination to promote tourism, with destination brand equity as a moderating factor. The topic is original and relevant to the fields of cultural tourism, heritage management, and sustainable regional development. The study is empirically grounded, uses a robust sample (N=415), and employs appropriate quantitative methods (SEM and path analysis).

The paper is overall scientifically sound and methodologically rigorous. However, some sections would benefit from additional clarification, structural adjustments, and refinement of the discussion to better align with the journal’s sustainability focus. Please see my comments and suggestions for the authors below:

The constructs “Value of Performing Arts” (VPA) and “Awareness of Performing Arts” (APA) show very high correlation (r = 0.894), indicating poor discriminant validity. The authors should discuss this overlap in the Limitations section and clarify whether future research could merge these into a single latent construct or employ alternative indicators.
The finding of a negative relationship between DBE and youth inclination is intriguing but underexplored. The authors should expand the discussion to explain why this inverse relationship may occur (e.g., mismatch between institutional branding and youth perceptions, generational identity gaps).
The Introduction is rich but somewhat lengthy and repetitive. The authors may streamline it by separating the background on Omani cultural heritage from the statement of research objectives and hypotheses for better readability.
While some implications are mentioned, they remain general. The authors should add a concise subsection outlining concrete recommendations for policymakers - such as integrating performing arts into youth programs, tourism curricula, or regional branding campaigns.
The manuscript is understandable but would benefit from professional English language polishing to correct grammar, improve fluency, and standardize technical terminology (e.g., “performing art” vs. “performing arts,” “tourism promotion” vs. “tourism development”).

Author Response

Response

Please consider its not a case study Dhofar is a sample region. Hence, more generic writeup has been made instead of focusing particularly over Dhofar.

Comment

The topic is original and relevant to the fields of cultural tourism, heritage management, and sustainable regional development. The study is empirically grounded, uses a robust sample (N=415), and employs appropriate quantitative methods (SEM and path analysis).

Response

Thank you.

Comment

The constructs “Value of Performing Arts” (VPA) and “Awareness of Performing Arts” (APA) show very high correlation (r = 0.894), indicating poor discriminant validity. The authors should discuss this overlap in the Limitations section and clarify whether future research could merge these into a single latent construct or employ alternative indicators.

Response

The Limitations section now explicitly discusses the poor discriminant validity (r = .894; √AVE < r for both constructs) and outlines two remedies for future work: (i) modeling a higher-order ‘Performing Arts Orientation’ factor, or (ii) refining indicators to separate knowledge/familiarity (awareness) from attitudinal valuation (value), potentially via scenario-based items and behavioral frequencies, supported by EFA/CFA.

Comment

The finding of a negative relationship between DBE and youth inclination is intriguing but underexplored. The authors should expand the discussion to explain why this inverse relationship may occur (e.g., mismatch between institutional branding and youth perceptions, generational identity gaps).

Response

We have expanded the Discussion to articulate plausible mechanisms consistent with a sustainability lens:

Authenticity & commercialization: destination branding perceived as top-down/tourism-centric may signal commodification of heritage, dampening youths’ participatory motivation.

Identity dissonance: official narratives may under-represent youth voices or contemporary forms, producing a brand–self mismatch.

Resource crowding-out: emphasis on external image could be seen as diverting resources from access, training, and community venues where youth engagement happens.

Elitization signal: branding language can connote exclusivity, making participation feel less inclusive.

We also propose co-created branding with youth, iterative participatory workshops, and mixed-methods follow-ups (focus groups) to test these mechanisms.

Comment

The Introduction is rich but somewhat lengthy and repetitive. The authors may streamline it by separating the background on Omani cultural heritage from the statement of research objectives and hypotheses for better readability.

Response

Well the objectives have been added, hypotheses are mentioned in the literature so it might be a repetition, hence now written again in the introduction.

Comment

While some implications are mentioned, they remain general. The authors should add a concise subsection outlining concrete recommendations for policymakers - such as integrating performing arts into youth programs, tourism curricula, or regional branding campaigns.

Response

Separately, Policy implication, limitations and future recommendation and made in detail.

Comment

The manuscript is understandable but would benefit from professional English language polishing to correct grammar, improve fluency, and standardize technical terminology (e.g., “performing art” vs. “performing arts,” “tourism promotion” vs. “tourism development”).

Response

The whole writeup has been proof read for minor mistakes of language and to enrich the document in the research writing style.

Author Response File: Author Response.pdf

Round 2

Reviewer 3 Report

Comments and Suggestions for Authors

Thank you for taking my comments into account, congratulations on an interesting article and I wish you good luck in your future research.

Reviewer 4 Report

Comments and Suggestions for Authors

The paper has been revised properly - the author took all my comments on board and did a great job of tackling them thoroughly. I think that the paper can now be recommended for publication.