Modeling the Determinants of Tourist Satisfaction and Loyalty: A Structural Equation Approach

Abstract

This study aims to provide an integrated approach to understand how tourists perceive destination quality, destination image, and destination trust. Itintroduces a model for identifying factors that are affecting tourist’s satisfaction and loyalty. The proposed model has been drawn out and a questionnaire was designed based on the factors chosen. Seven hypotheses weredeveloped to find out factors that are affecting perceived destination quality and destination image, and ultimately tourists’ satisfaction and loyalty. To test the relationship between the constructs, aSEMwasapplied. The results reinforced the proposed model: (1) Destination brand image and trust are directly influenced by destination marketing and destination brand quality. (2) Tourist satisfaction is directly influenced by both destination brand image and destination brand trust. (3) Tourist satisfaction in turn has a direct and positive impact on tourist loyalty. Theoretical and practical implications were drawn, and recommendations for future researchers were also made.

Keywords: Brand Image, Brand Quality, Brand Trust, Destination Loyalty, Destination Marketing,Tourist Satisfaction