The impact of service quality performance on destination image and destination loyalty in Saudi Arabia: An empirical investigation

Zyad M. Alzaydi

doi:10.5267/j.msl.2020.11.024

Abstract

The interest in tourism destination loyalty has increased in recent times. Although the recent literature has shown that a tourist’s loyalty to a destination is the direct result of quality service and the type of experiences, the correlation between service quality and customer loyalty has yet to be thoroughly researched within the tourist-destination context. Since these destinations are constantly changing, it requires further analysis and research. The purpose of this paper is to investigate the relationship between service quality performance and destination loyalty, as well as the mediation impact of destination image in Saudi Arabia for local tourist destination perspectives in Albaha region, while considering the attitudes towards service quality within three, four- and five-star hotels. The partial least square to structural equation modelling was used (PLS-SEM) to examine 298 local tourists from Saudi Arabia who took part in a survey. The results show a positive relationship between service quality performance and destination image, as well as a positive relationship between service quality performance and loyalty. The results also confirm that destination image mediated the relationship between service quality performance and destination loyalty. The results of this study contribute to knowledge by informing service managers in tourism sector about the perspectives of local tourists towards destination image and loyalty.

Highlights

Interest in tourism destination loyalty has increased (Kanwel et al, 2019)
The purpose of this paper is to investigate the relationship between service quality performance and destination loyalty, as well as the mediation impact of destination image in Saudi Arabia for local tourist destination perspectives in Albaha region, while considering the attitudes towards service quality within three, four- and five-star hotels
Based on the above literature, this study focuses on associated service quality performance with destination loyalty through tourism services provided by firms at the provider side in a tourism region in Saudi Arabia (Albaha)

Summary

Introduction

Interest in tourism destination loyalty has increased (Kanwel et al, 2019). There is a clear research gap in determining a major correlation between service quality and customer loyalty and this has yet to be thoroughly researched within the tourist-destination context (Kim et al, 2013; Kislali et al, 2019) Since these destinations are constantly changing requires further analysis and research (Martín-Cejas, 2006). It has been discovered that many other factors (e.g. intellectual, emotional and initial factors) must be researched and understood in tourism marketing both locally and internationally to explore the relationship between tourism service quality and destination loyalty. This confirms the need to investigate destination image to help shed light on this relationship (Akroush et al, 2016; Debata et al, 2015). Identifying the amenities to improve tourism service quality and tourists’ experience, such as the hotel location, facilities (e.g. spa and gym), internal services (e.g. tours) and hospitality

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Conclusion