The Influence of Destination Image on Tourist Satisfaction and Tourist Loyalty in the Leisure Tourism Market

The purpose of this study is to understand the relationship between destination image and tourist behavior (tourist satisfaction and tourist loyalty), and attempt to extend the empirical evidence about the structural relationships among destination image, tourist satisfaction, and tourist loyalty in the leisure tourism market. A sample population consisting of residents of Virginia was surveyed. A stratified sampling method and a random sampling method were used to select the sample. A total of 304 usable questionnaires out of 2,000 questionnaires were collected. Structural equation modeling (SEM) was used to test hypotheses in this study. The results revealed that 1) cognitive destination image had a direct influence on tourist loyalty as well as an indirect influence on tourist loyalty through tourist satisfaction; 2) affective destination image had only an indirect impact on tourist loyalty through tourist satisfaction; 3) tourist satisfaction had a significant relationship with tourist loyalty. The implications of these findings can help destination managers and marketers build competitive strategies in order to ensure long-term relationships between tourists and their destinations.