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

Abstract

This study aims to provide an integrated approach to understandhow tourists perceive destination quality, destination image, and destinationtrust. Itintroduces a model for identifying factors that are af ecting tourist’s satisfaction and loyalty. The proposed model has been drawn out andaquestionnaire was designed based on the factors chosen. Seven hypotheses weredeveloped to find out factors that are af ecting perceived destinationquality 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 aredirectly influenced by destination marketing and destination brand quality. (2) Tourist satisfaction is directly influenced by both destination brand image anddestination brand trust. (3) Tourist satisfaction in turn has a direct and positiveimpact on tourist loyalty. Theoretical and practical implications were drawn, and recommendations for future researchers