Destination Loyalty Research Articles

The Influence of Smart Tourism Technologies on Tourist Engagement, Memorable Experience, and Destination Loyalty: The Moderating Role of Place Identity

Smart tourism technologies (STTs) are essential for destinations to be competitive. While this encourages researchers to understand how STTs impact important factors in destinations, there remain gaps in the existing research. Therefore, this study aims to examine how and when STTs influence destination loyalty, considering different roles of tourist engagement, memorable tourism experience (MTE), and place identity. The information provided by 393 tourists confirmed that STTs significantly influence tourist engagement, MTE, and destination loyalty, and two variables—tourist engagement and MTE—mediate the relationship between STTs and destination loyalty. Moreover, place identity moderates the relationship between STTs and tourist engagement.

Moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast region of Kenya

Despite the marginal growth recorded in the tourism sector in Kenya, the domestic visits and estimates fall far below the expectations. The study was guided by the following specific objective; to assess the moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast Region of Kenya. The study area comprised frequented attractions in the Coast region of Kenya. The study adopted an embedded mixed approach comprising descriptive survey and explanatory research designs. Simple random sampling and purposive techniques were adopted for domestic tourists, destination managers and experts respectively. Data was collected using questionnaires and interview schedules. Four hundred (400) questionnaires were distributed while 10 destination managers and 5 experts were interviewed. Data analysis was done using multiple regression models, hierarchical multiple regression and descriptive analysis. The multiple regression model results without interaction terms indicated that R-square = 0.442, implying that destination attributes and socio-psychological factors explain 44.2% of destination loyalty. The hierarchical multiple regression demonstrated that contextual factors have a moderating effect on interaction between travel motivation and destination loyalty since the model was significant {R2 = 0.255, F (7, 371) = 12.12, p =0.0001}. The model accounted for 25.5% of variation on destination loyalty. This means that the composite elements of contextual factors namely; political, economic, technological and socio-cultural factors significantly moderates the interaction between travel motivation and loyalty behaviour of domestic tourists. The null hypotheses were tested and rejected. The study recommends need for destinations and service providers to engage more on digital marketing and deploy technology during marketing initiatives and product development to capture niche segments since majority of the respondents were youth travelers

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing destination brand equity, while exploring the interconnections among its various dimensions. Grounded in both empirical and theoretical frameworks, this study collected data via an online questionnaire administered to 435 users of online travel agencies, which was analyzed through Structural Equation Modelling (SEM). The results demonstrate that customer-perceived digital IMC (consistency and interactivity) exerts a significant positive influence on destination brand equity, uncovering the intricate dynamics among destination awareness, image, perceived quality, and loyalty. Notably, destination loyalty is influenced by destination awareness through destination image and perceived destination quality, with destination image having a more significant impact than perceived destination quality. This research is significant in constructing knowledge of IMC in the digital tourism marketing paradigm, shedding light on how the consistency and interactivity of online communication affect various consumer brand equity outcomes. Additionally, it provides valuable insights into digital tourism practices and sustainable development, enriching the discourse regarding how digital IMC enhances destination brand equity.

Developing Destination Brand Equity for Achieving Sustainable Destination Environment: S‐O‐R Theory to Influence Tourists’ Environment Responsible Behavior

The excessive use of natural resources and irresponsible behavior of tourists have posed severe threats to sustainable destination environment. In response, destination managers have been paying more attention to environmental protection and focusing on strategic ways to achieve a sustainable destination environment. Objective of the study is to analyze the influence of destination brand equity (DBE) on tourists’ environmentally responsible behavior (ERB). The study considered four dimensions of DBE, including perceived destination awareness, quality, image, and loyalty. Further, the study explored the interrelationship among the dimensions of DBE and considered perceived destination loyalty (PDL) as a mediator. Further the study explained tourists’ ERB with the serial mediation of perceived destination trust (PDT) and moderation of destination green equity (DGE). The study employed a self-administrative survey method, and data were gathered from 911 respondents who attended selected nature parks. Results for DBE indicated insignificant effect of perceived destination awareness (PDA) on tourists’ ERB, while perceived destination quality (PDQ) and perceived destination image (PDI) have a significant impact on tourists’ ERB. Further results indicated that PDL has significantly mediated all three dimensions of DBE. The results also revealed that PDT and PDL serially mediated the effect of PDA, PAQ, and PDI on tourists’ ERB. Finally, moderation results indicated that DGE significantly moderated the effect of PDQ, PDI, and PDL on tourists’ ERB. The study has enhanced the existing literature on destination branding and tourists’ ERB through Stimuli‐Organism‐Response (S‐O‐R) model. The study has proposed significant branding strategies for destination management to influence tourists’ ERB. The study has also suggested strategies for policymakers and tourism departments.

Understanding the Impact of Destination Image and Infrastructure Quality on the Destination Loyalty in Luoyang City, China

Understanding the Impact of Destination Image and Infrastructure Quality on the Destination Loyalty in Luoyang City, China

Unlocking Loyalty: The Power of Local Culture in Bali Tourism

This article examines the influence of local culture on tourist loyalty, focusing on a case study in Bali, Indonesia. Through a quantitative approach, this study uses structural equation modelling (SEM) with smart partial least squares (PLS) to analyse data from a survey involving 276 tourists. This study identifies and measures the direct impact of two independent variables, namely local ‘cultural richness’, and ‘cultural interaction’, on destination loyalty, with ‘tourist satisfaction’ as the mediating variable and ‘previous travel experience’ as the moderating variable. The results show that local cultural richness and cultural interaction have a significant influence on tourist satisfaction, which in turn affects destination loyalty. Nonetheless, previous travel experience has proven not to moderate the relationship between tourist satisfaction towards destination loyalty (? = -0.021). These findings provide valuable insights for destination managers and policymakers in developing marketing strategies that focus on local culture to increase tourist loyalty.

The role of upscale restaurants in destination image formation: a semiotic perspective on gastronomy tourism

PurposeHigh-end gastronomic tourism is currently trending and significantly impacts a destination’s image. This research aims to demonstrate the importance of high-level local gastronomy in forming the destination image from a semiotic perspective.Design/methodology/approachTo achieve this objective, the three phases of the upscale dining experience – pre-visit, in situ and post-visit – are examined from a descriptive (informative use), appraisive (valuative use) and prescriptive (incitive use) semiotic perspective. This conceptual model includes six constructs: restaurant image, consumer need for status, consumer expectations, consumer satisfaction, restaurant loyalty and destination loyalty. The study is based on a survey of high-end restaurant customers (N = 421).FindingsThe research findings highlight that the characteristics of upscale dining establishments influence customer expectations, while customer satisfaction plays a crucial role in fostering loyalty towards both the restaurant and the destination. Additionally, the study reveals that individuals' social status or reputation moderates their expectations and satisfaction levels.Originality/valueAlthough studies relate gastronomic image to global destination image, this relationship from a semiotic perspective has not been demonstrated through surveys. This proposed three-phase model based on the Peircean semiotic triad and Morris semiotic trichotomies not only addresses a gap in the existing literature but also offers valuable insights for destination managers and restaurant owners.

The Moderating Effect of Smart Tourism Technologies: Tourist Destination Loyalty Success in Dili (Timor Leste)

The research focuses on testing and analyzing the influence of several components of tourist destination loyalty, namely tourist satisfaction, experience quality, and smart tourist technologies which as a moderator variable. The research uses a quantitative method to see the influence of each variable. The respondents of the research are from various backgrounds, with a total of 317 visitors (210 women) and (107 men) who have visited tourist attractions of places historical locations in Dili (Timor Leste). The processing data use SEM-PLS, and the results of processing data show that all hypotheses significantly influence (direct) and (indirect hypotheses: smart tourist satisfaction is able to be a good moderator variable between experience quality and tourist satisfaction). The theory implication as a development of behavior and smart technologies theory, as well as the practical implication of being a strategic policy maker for stakeholders. The novelty of the research is that experience quality is in the form of physical and non-physical experiences that have positive emotions that are felt and shared with everyone so that there is satisfaction for visitors and tourist attractions.

Wellness tourism destination loyalty formation: the role of mental health and eudaimonic well-being

PurposeWellness tourism is growing in importance as increasing numbers of travelers place a priority on their health and well-being by traveling. This study examined the relationships between wellness tourism destination attributes, perceived quality, perceived mental health, eudaimonic well-being, overall satisfaction and behavioral loyalty to corroborate a model explaining wellness tourism destination loyalty in Thailand.Design/methodology/approachThe conceptual model of this study was examined using a survey research design. The survey questionnaire was distributed to Chinese tourists who had previously traveled to Thailand and engaged in wellness tourism activities during their trip.FindingsThe findings revealed that healthful food choices, core facilities and staff service significantly influenced perceived quality. This perceived quality was a crucial factor in determining perceived mental health, which in turn impacted eudaimonic well-being. Overall satisfaction was directly influenced by perceived quality, perceived mental health and eudaimonic well-being. Additionally, perceived quality had a direct effect on behavioral loyalty.Practical implicationsWith the growing global interest in wellness and travel, this study offers valuable insights for tourism marketers in Thailand to enhance their wellness tourism strategies. Tourism organizations should emphasize the quality of food, facilities and staff service to attract wellness-oriented travelers.Originality/valueThis study highlights the interconnectedness of perceived quality, good mental health and eudaimonic well-being. High-quality experiences contribute to improved mental health and in turn enhance eudaimonic well-being.

Unlocking the Power of Relationship Marketing Dimensions in Accelerating Destination Loyalty: Mediating Effects of Destination Experience

The existing literature on destination experience and loyalty often neglects relationship marketing’s importance, creating an understanding gap. This study aimed to explore how relationship quality influences destination experience and loyalty in cultural heritage tourism. Data from 400 respondents were gathered via convenience sampling. Using SmartPLS-4, the study assessed a model based on the relationship marketing (RM) approach, including destination attachment, trust, and commitment. Results showed all relational dimensions positively impacted destination experience and loyalty. Moreover, destination experience substantially mediated the link between RM dimensions and loyalty. The research sheds light on relationship marketing’s role in shaping destination experiences and fostering loyalty.

Is gastronomy crucial for UNESCO sites’ tourists? An important exploratory Italian study

AbstractThe paper analyses the role of gastronomic experiences as potential tourist attractions for local development. The decision to focus on a particular UNESCO site, as the Carolino aqueduct, is based on a perceived knowledge gap regarding the lack of tourists for the Carolino aqueduct. The work is based on quantitative data collection among potential visitors of the aqueduct Carolino. Altogether, 840 valid questionnaires were collected a Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied. Findings reveal that that people’s motivation, supplied food, prior knowledge and past experiences influence the gastronomic experiences. The gastronomic experiences in turn affect both satisfaction with the destination and destination loyalty. Thus, gastronomic experiences should be useful path to support the tourism in a UNESCO site, as the aqueduct Carolino. When discussing issues related to the cultural heritage, the question arises as to how should enhance the cultural heritage for tourism reasons. The results of this research demonstrate that gastronomic experiences are imperative to the success of cultural heritage tourism.

Exploring Guilin's Destination Image Via User-Generated Content: A Computational Methods

This study quantify mainland China's destination image through international tourists' user-generated content (UGC), with a specific focus on Guilin, utilizing advanced computational techniques such as Latent Dirichlet Allocation (LDA) for topic modeling and sentiment analysis. It systematically evaluates online travel reviews to distill key themes and emotional sentiments that shape Guilin's image, uncovering a rich tapestry of cognitive perceptions and affective reactions related to its natural scenery, cultural engagements, service standards, and logistical facets. The application of topic modeling and sentiment analysis provides a nuanced understanding of the cognitive and affective dimensions defining Guilin's destination image. While positive sentiments largely highlight the region's aesthetic and experiential allure, negative sentiments reveal critical areas for improvement, such as perceived value and infrastructure, which are vital for enhancing tourist satisfaction and reinforcing Guilin's appeal in the global tourism market. This research applies LDA and sentiment analysis to interpret UGC offer a calculable methodological approach for broader application in destination image studies. By aligning perceptual and emotional insights with destination marketing strategies, the findings offer actionable intelligence to optimize tourist experiences and enhance destination loyalty. This approach not only enriches the academic understanding of destination images but also provides practical frameworks for destination managers to harness the full potential of UGC in shaping and refining the global image of tourism locales.

Nexus of Regenerative Tourism Destination Competitiveness, Climate Advocacy and Visit Intention: Mediating Role of Travel FOMO and Destination Loyalty

The Game Theory is aiding global tourism research to leverage destination appeal and competitiveness in the context of climate change advocacy. As global tourism continues to play a vital role in economic development and cultural exchange, there is a growing need to unravel the complexities of tourist behavior and destination competitiveness. Therefore, this study aims to utilize the Game Theory to investigate the relationships between Fear of Missing Out (FOMO), Regenerative Tourism Destination Competitiveness (RTDC), Tourist Visit Intention (TVI), and Destination Loyalty (DL) within the UAE, with the moderating role of Climate Advocacy. An online survey (using Google Forms) was distributed via social media platforms (primarily Facebook groups), resulting in data collection from 296 respondents. Smart PLS 4 and SPSS were utilized for data analysis. The findings revealed that RTDC had significant positive relationships with FOMO, DL, and TVI, thus supporting hypotheses 1 to 10. However, the hypothesis regarding Climate Advocacy moderating DL and TVI was not supported. Based on the Game Theory, this study contributes to the theoretical understanding of regenerative tourism destination competitiveness and offers practical implications for destination management strategies. Limitations include reliance on self-reported data and context-specific considerations. Future studies should also consider cultural contexts, to enhance the external validity of research outcomes.

“Cocoa-Based Tourism”: Exploring Tourists’ Image, Satisfaction and Loyalty Regarding a Cultural Heritage Destination

ABSTRACT This research aims to analyze the relationship between cocoa-based tourist experiences and tourists’ perceptions of image, satisfaction and loyalty regarding a cultural destination. A quantitative approach was used, with data obtained via surveys distributed to tourists participating in a cocoa-based culinary experience in the Dominican Republic. The survey was designed with items adapted from previous research. The theoretical model of the study was examined using partial least squares structural equation modeling. The results indicate that cocoa-based culinary experiences are closely linked to tourists’ cognitive and affective perceptions of the destination, improving overall satisfaction and contributing to loyalty intentions. Destination image and destination satisfaction mediate the relationship between cocoa-based culinary experiences and tourist loyalty, suggesting that immersive dining experiences are critical in shaping destination perception and visitor engagement. This research offers novel contributions to gastronomic tourism because it focuses on cocoa as a central element of gastronomic tourism, in addition to examining its effects on destination marketing outcomes. It is one of the first studies to analyze gastronomic tourism from the cocoa perspective. The results expand the existing literature on gastronomic tourism, as the experiential aspects of cocoa consumption with regard to tourist behavior and destination loyalty are integrated.

Social Exchange and Destination Loyalty: The Case of Thessaloniki International Fair and the Concept of Honored Countries

The main purpose of the present study was to investigate the factors that contribute to the formation of destination loyalty of trade fair exhibitors, through the perspective of social exchange theory. The study was conducted on the exhibitors of the 86th Thessaloniki International Fair (TIF) from the United Arab Emirates (UAE) who visited the city within the framework of the Honored Country concept. Results showed that the concept of the Honored Country is closely related to destination loyalty, while the relationship between satisfaction with trade fair participation (TFS) and destination loyalty (DL) was noted. Moreover, the relationship between social exchange theory–trust (T) and visitors’ satisfaction (VS)–and destination loyalty (DL) was also noted.

Understanding Thai Tourists' Meaning-Making of Attachment to Japan

This study investigated how Thai tourists interpret their attachment to Japan using a qualitative approach. Employing a four-dimensional framework, semi-structured interviews were conducted with 28 frequent Thai visitors to Japan. The narratives revealed all four dimensions of place attachment: place identity, place dependence, place social bonding, and place affect. Japan emerged as a unique destination offering irreplaceable travel experiences. Place dependence was most significant in fostering attachment, while place affect was an accumulation of the other three dimensions. The study found that attachment resulted from a combination of diverse factors rather than a single cause. It underscores the role of place attachment in promoting repeat visits and destination loyalty, providing insights to enhance Japan's tourism appeal. However, the reliance on qualitative methods limits generalizability. Future research should explore attachment in non-visitors, the longevity of attachment, and factors reducing attachment to a place.

The effect of gastronomy experience on destination loyalty in Kazakhstan

ABSTRACT The relationships gastronomy experience, gastronomy satisfaction, destination satisfaction, and destination loyalty have not been studied extensively. This study investigates the impact of gastronomy experience on gastronomy satisfaction, destination satisfaction, and attitudinal destination loyalty. Data were collected via a survey administered to 392 foreign tourists who had the opportunity to savour Kazakh cuisine. To analyse the data, a combination of explanatory and confirmatory factor analyses was employed. Additionally, the structural equation modelling approach was utilized to rigorously test the proposed hypotheses. Our investigation reveals robust and positive linkages between “gastronomy experience” and “gastronomy satisfaction,” as well as “destination satisfaction” and “loyalty.” Notably, “gastronomy satisfaction” exerts a more pronounced influence on “loyalty” than “destination satisfaction.”

Cognitive connections in visitor loyalty towards environmental sustainability at World Expo 2020

ABSTRACT This study investigates the intricate relationship among environmental attitudes, mindfulness, behavioural intentions, and destination loyalty within the eco-friendly setting of World Expo 2020 Dubai. Examining the biophilia hypothesis and Attention Restoration Theory (ART), the research explores how visitors’ cognitive connections with ‘human-made’ natural environments impact their commitment to environmental sustainability. Through analysis of two-stage data from a diverse cohort spanning over 30 nations, the study reveals both direct and indirect effects of environmental attitudes on destination loyalty. The findings highlight the significance of fostering environments conducive to positive environmental attitudes and mindfulness practices, which can bolster visitor commitment to sustainable behaviours and loyalty to eco-conscious destinations. Tailored communication strategies and engagement initiatives are essential to address cognitive nuances among diverse visitor demographics, advancing efforts to promote environmentally sustainable behaviours. This study also offers valuable insights into the cognitive factors influencing visitor behaviour at large-scale events, with practical implications for enhancing sustainability practices and fostering enduring dedication to eco-conscious tourism experiences. Methodologically, the study emphasizes the importance of broader sampling strategies to enhance external validity and mitigate potential self-report bias.

Food Image and Destination Loyalty: The Mediating Role of Local Food Consumption Values

Local food tourism is becoming increasingly popular, riveting academics to determine the relationships between food image, loyalty, and local food consumption values. The authors particularly aimed to examine how food image might impact loyalty and the mediating role of local food consumption values in this relationship. The research sample comprises foreign tourists visiting İstanbul and Antalya. Analyses were performed over the data collected from 659 foreign tourists visiting the relevant destinations. Structural equation modeling (SEM) was used for testing the hypotheses. The results revealed that food image is an influential element that plays a determinant role on local food consumption values. Moreover, it was found that food image affects loyalty positively and significantly. It was concluded that taste/quality value, epistemic value and interaction value mediate the relationship between food image and loyalty. On the grounds of the research findings, suggestions were presented for practitioners and future research.

Cultural identity, does it matter? A study on Konark Sun Temple, India

ABSTRACT It's always a challenge for destination marketers to identify experiences which create value that exacts visitors committed behavioural responses in the market. This study investigates the role of cultural identity in influencing the economic value, emotional value, and destination loyalty intentions of the visitors coming to Konark Sun Temple, India. Data analysis and hypothesis testing were done with the help of the structural equation modelling technique. Results reveal that cultural identity has a higher effect on economic value and moderate effects on emotional value and destination loyalty intention. The findings of the study also contribute to broad theoretical and managerial applications.