Examining Structural Relationship between Destination Image, Tourist Satisfaction and Destination Loyalty

Abstract

The aim of the present study is to investigate the relevant causal relationships on travel motivation, information sources, destination image, tourist satisfaction and destination loyalty during the Visit Perak Year promotional campaign. Data was collected using structured questionnaires that were distributed to the PLUS highway users who were intercepted at several rest areas in Perak. A total of 241 usable questionnaires were returned. The data was analyzed using the structural equation model and all parameters were estimated using the maximum likelihood method. Empirical evidence results indicate that destination image building directly affects destination loyalty through tourist satisfaction.