Examining the interrelationships among destination brand image, destination perceived quality, tourist satisfaction and tourist loyalty: evidence from Danang City, Vietnam

Abstract

This paper aimed to examine the interrelationships among destination brand image, destination perceived quality, tourist satisfaction and tourist loyalty. Therefore, the study proposed a conceptual model and applied it to a specific destination - Danang, Vietnam. Structural equation modelling was conducted to test the research model and hypotheses through data collected from 317 domestic tourists. The results indicate the following: 1) that destination brand image is influenced by its components; 2) there are significant, direct positive effects of destination brand image on destination perceived quality and tourist satisfaction; 3) tourist satisfaction has a significant direct impact on tourist loyalty; 4) although the direct effect of destination brand image on loyalty is not found, there is an indirect effect in this relationship, as mediated by tourist satisfaction; 5) destination perceived quality has both direct and indirect effects on tourist loyalty. The research results can make a valuable contribution to the development of tourism in Danang.