Establishing destination loyalty through image building: A Conceptual Framework
Faculty of Business and Law
School of Marketing, Tourism and Leisure
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.