Title

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

Comments

This article was originally published as: Mao, Y. , & Zhang, H. (2012). Structural Relationships among Destination Preference, Satisfaction, and Loyalty in Chinese Tourists to Australia. International Journal of Tourism Research.

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

Not open access

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