Abstract
The study was conducted to test the postulate of four-stage loyalty model through the concept of destination image to represent cognitive component, satisfaction for affective aspect, and intention loyalty as the representative of conative component. The sample in this research was 102 tourists who visited Tarakan City, Indonesia in November 2016. The structural equation model showed that destination image was satisfaction antecedent, and satisfaction was the antecedent of intention loyalty. The impact of destination image towards intention loyalty was fully mediated by satisfaction. Theoretically, this research result had the implication in developing loyalty theory, while the managerial implication was beneficial to increase visitors loyalty to Tarakan City as a tourism destination.
Highlights
During the last six decades, tourism had experienced sustainable expansion and diversification it served as one of the largest economic sectors with fastest growth in the world
The structural equation model showed that destination image was satisfaction antecedent, and satisfaction was the antecedent of intention loyalty
Loyalty could be predicted from the intention loyalty as conative component, which, according to the postulate of four-stage loyalty model (Oliver, 1997) served as the antecedent of affective component, and affective component was the antecedent of cognitive component
Summary
During the last six decades, tourism had experienced sustainable expansion and diversification it served as one of the largest economic sectors with fastest growth in the world. With the ever increasing growth, tourism became a highly competitive industry for every tourism destination marketer. Morgan et al (2002) mentioned that 70% of all tourists only visited the main tourism destinations in ten countries known as “best niche players”, and more than 70% revisited the same tourism destinations (Chen & Tsai, 2007; Richards, 2006; Chaminuka et al, 2011). A successful tourism destination marketing strategy will focus on winning new tourists, but it should be able to build tourist loyalty they already won (Palmer, 1994). Loyalty could be predicted from the intention loyalty as conative component, which, according to the postulate of four-stage loyalty model (Oliver, 1997) served as the antecedent of affective component, and affective component was the antecedent of cognitive component
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