Title

Establishing destination loyalty through image building: A Conceptual Framework

Document Type

Conference Proceeding

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

9244

Comments

Mao, I., & Zhang, H. Q. (2006). Establishing Destination Loyalty through Image Building: A Conceptual Framework. CAUTHE 2006: To the City and Beyond, 1280.

Abstract

This study developed a destination image building model based on its' application to establish destination loyalty. Loyal tourists are preferred by destinations since they are likely to return and bring in more tourists. The study proposed that destination can influence tourists' loyalty with image building efforts. A positive image is initially formed through all kinds of information channels and further enhanced by the personal experience in the destination. The model took into account important factors at both stages, which will influence destination loyalty. The model applicability will be tested with an empirical study.

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