Novelty and familiarity play an important role in tourists' perceptions, and these have been regarded as contrasting concepts for a long time. However, recent cognitive science literature suggests that novelty and familiarity are separate concepts, independently influencing consumer behavior. Based on this, our study aims to examine the differences between the effects of novelty and familiarity on satisfaction and destination loyalty. These relationships are explored by analyzing the responses of tourists in Takayama City, Japan. The research model was tested using structural equation modeling (SEM) techniques. The results show that both novelty and familiarity contribute to destination loyalty; however, only novelty has an effect on the formation of satisfaction. Theoretical and managerial implications of these are also discussed.

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