The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach

Abstract

Pakistan holds an important geographical status, but extremism and sabotage have severely damaged the tourism industry. In the present study, we examined the impact of destination image (DI) on tourist loyalty (TL) and intension to visit (IV) in Pakistan. Additionally, the study analyzed the mediation effects of electronic word of mouth (eWOM) and tourist satisfaction (TS) on these relationships. Data was collected from 780 tourists in Pakistan. We used confirmatory factor analysis (CFA) and structural equation modeling (SEM) to obtain the results. Our results demonstrated the positive relationships among DI, eWOM, TS, TL, and IV. This study also disclosed that eWOM has a partial mediation effect on the DI–TL relationship, and both eWOM and TS fully mediate the association between DI and IV. Hence, tourist satisfaction can be enhanced by eWOM and destination image, which directly effect tourist loyalty and intention to visit in Pakistan. The proposed framework and research findings will help stakeholders significantly to recognize the multi-facet association in the tourism industry of Pakistan. Testing the above relationships through multiple mediators is a relatively novel idea.

The Antecedents and Consequences of Travelers’ Well-Being Perceptions: Focusing on Chinese Tourist Shopping at a Duty Free

“…Westbrook [74] defined word-of-mouth as "informal communication directed at other consumers about the ownership, usage or characteristics of particular goods and services and/or their sellers". The powerful marketing impact of word-of-mouth on consumer behavior and decision-making is well known as individuals greatly rely on opinions from people around them [75,76]. It is also recognized as a more effective marketing channel than commercial advertisements from a company standpoint and is considered fair and unbiased [77].…”

Relationships among Country Image, Tour Motivations, Tour Quality, Tour Satisfaction, and Attitudinal Loyalty: The Case of Chinese Travelers to Korea

“…A few researchers have expressed that the motivation is identified with the affective part of the image, and a person's affective image for a destination is affected by the traveler's motivation, which is centered upon their past travel encounters [11][12][13]. In the previous tourism literature, numerous researchers recognized the significance of understanding better the relationship of variables, such as travel motivation, destination image, visitor satisfaction, revisit intentions, and intention to recommend [14][15][16][17][18][19][20]. However, few examinations utilized both the cognitive and the affective parts to understand the overall image of a destination [21][22][23][24].…”

“…Therefore, this research: (1) tried to give a better comprehension of the elements motivating tourists from China to travel to the Republic of Korea by analyzing the connection between a country's image and the motivation;(2) examined the relationship among the tour motivation with the tour quality and the tour satisfaction; and (3) investigated the influences of the tour quality on the tour satisfaction and the word-of-mouth and the effects of tour satisfaction on word-of-mouth. Exploring the motivations that affect an individual's destination determination would empower one to foresee their future travel patterns, which would thereby help to develop more progressively fitting market strategies to draw them in [15].This research is expected to add to the literature by breaking down the country image inside the evaluation of an image, which can help assist the governmental agencies of the Republic of Korea by distinguishing the qualities and the shortcomings of their destination, anticipating tourists' behavioral intentions, and giving invaluable insights into managing and developing tourist destinations. This study presents a profound review of the literature and a confirmation of new measurement tools.…”

“…(2) examined the relationship among the tour motivation with the tour quality and the tour satisfaction; and (3) investigated the influences of the tour quality on the tour satisfaction and the word-of-mouth and the effects of tour satisfaction on word-of-mouth. Exploring the motivations that affect an individual's destination determination would empower one to foresee their future travel patterns, which would thereby help to develop more progressively fitting market strategies to draw them in [15].…”

How to Form Wellbeing Perception and Its Outcomes in the Context of Elderly Tourism: Moderating Role of Tour Guide Services

“…That is, even though tourists are satisfied with a travel, if his/her services do not meet the needs of tourists, the overall satisfaction with the trip is not high. In addition, overall satisfaction helps to enhance BI, such as RIs and WOM [53,54], so travel agencies should thoroughly manage the tour guide through a systematic system. It is widely accepted that the performance of a tour guide is significant for the tour package because he/she acts as an interface between tourists and tourist destinations [55].…”