IMPORTANCE OF TOURISTS' LOYALTY AND SATISFACTION IN FORMING THE DESTINATION IMAGE
DOI:
https://doi.org/10.47390/SP1342V3I12.1Y2023N41Keywords:
Destination image, tourist loyalty, tourist satisfaction, cognitive image, affective image, overall imageAbstract
Due to the multidimensional nature of the two concepts, the current literature lacks research on the relationship between destination image and tourist loyalty. This study helps to draw some informative conclusions about the relationship through meta-analysis. The findings show that the impact of destination image on tourist loyalty is significant to varying degrees. Specifically, overall image has the greatest impact on tourists' loyalty, followed by affective image and cognitive image. Cognitive affective joint image cannot have a sustainable effect on tourists' loyalty. Destination image has the greatest influence on overall loyalty, followed by attitudes and behavior. The findings are discussed in terms of their theoretical and practical implications for destination marketing and management.
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