... hospitality sector) in South Africa as places that influence destination experience, an underresearched tourism context. Design/methodology/approach A conceptual model linking pro-environmental measures and social influence on star-rated brand outcomes through anticipated destination experience...

.... Practical implications The practical implications of the results to date are summarised and recommendations made for application to other South African towns and cities. Originality/value Relatively little is available on the practical applications of the subject matter in South Africa. The paper could...