Examining the Structural Relationship of Destination Image, Tourist Experience and Tourist Loyalty: An Integrated Approach

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Atthawet Prougestaporn
Adarsh Batra


This study proposed a more integrated approach by examining the theoretical and empirical evidence on the causal relationships among destination image, tourist expectation, perceived quality, perceived value, tourist experience, tourist complaint and tourist loyalty. The conceptual model is developed on the basis of literature review and exploratory study in the fields of tourism destination management. The empirical data were collected in Bangkok. A total of 392 questionnaires were returned and the data were analyzed using structural equation model. The theoretical and managerial implications were drawn based on the study. Findings and recommendations are also provided. The result of this study provides better understanding of the factors influencing tourist experiences and tourist loyalty which benefit for policy makers in maintaining and developing the destination competitiveness.



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Prougestaporn , A. ., & Batra, A. . (2020). Examining the Structural Relationship of Destination Image, Tourist Experience and Tourist Loyalty: An Integrated Approach. Dusit Thani College Journal, 12(3), 35–54. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/240931
Research Article


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