Examining the Effects of Destination Image and Satisfaction on Tourist Loyalty : A Research on Siem Reap, Cambodia
Keywords:
Destination image, Cognitive image, Affective image, Satisfaction, Tourist loyaltyAbstract
The study is meant to analyze a causal relationship between destination image, satisfaction, and tourist loyalty. Data was collected using convenience sampling method. Online and on-site surveys were carried out with Cambodian and international tourists who have visited Siem Reap. The results demonstrated that the cognitive image has a strong influence on affective image and confirms the formation process of destination image. Both cognitive and affective images have positive influences on satisfaction. In turn, satisfaction predicts tourist loyalty. The relationship between destination image and loyalty revealed that affective image has a stronger influence on tourist loyalty, whereas cognitive image illustrates a moderate influence on tourist loyalty. The author also found that satisfaction is a mediator between destination image and tourist loyalty, and in turn, tourist loyalty is influenced by satisfaction. Moreover, the newly proposed direct path from cognitive image and affective image to tourist loyalty was shown to be significant. Therefore, cognitive image and affective image are also antecedents of tourist loyalty. The findings provide a quality understanding of the process that determines tourists’ destination choices and loyalty. Furthermore, it provides useful implications for the Ministry of Tourism of Cambodia, local government authority, and destination marketers to formulate travel promotion.
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