Structural Relationships among Destination Preference, Satisfaction, and Loyalty in Chinese Tourists to Australia
Document Type
Journal Article
Faculty
Faculty of Business and Law
School
School of Marketing, Tourism and Leisure
RAS ID
14136
Abstract
This study quantifies the relationship among destination preference, destination satisfaction and destination loyalty. Destination loyalty consists of two dimensions: word-of-mouth (WOM) and destination attachment (DA). It is found that WOM is directly affected by destination satisfaction, whereas DA is predetermined by the destination preference of tourists before a visit. Thus, the destination experience is the crucial factor in the spread of positive WOM about a destination. Nevertheless, to develop tourists' DA, effective loyalty schemes should be implemented through marketing efforts before they visit a destination. The findings of this study can be used by destinations to analyze and evaluate their loyalty-building process and marketing strategy.
DOI
10.1002/jtr.1919
Access Rights
subscription content
Comments
Mao, Y. , & Zhang, H. (2012). Structural Relationships among Destination Preference, Satisfaction, and Loyalty in Chinese Tourists to Australia. International Journal of Tourism Research.