Structural relationships among destination preference, satisfaction and loyalty in Chinese tourists to Australia

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International Journal of Tourism Research, ISSN: 1099-2340, Vol: 16, Issue: 2, Page: 201-208

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Mao, Iris Yue; Zhang, Hanqin Qiu
Social Sciences; Business, Management and Accounting; Environmental Science; destination preference; destination satisfaction; destination loyalty; Australia; Chinese tourists; structural equation modeling; Business
article description
This study quantifies the relationship among destination preference, destination satisfaction and destination loyalty. Destination loyalty consists of two dimensions: word-of-mouth (WOM) and destination attachment (DA). It is found that WOM is directly affected by destination satisfaction, whereas DA is predetermined by the destination preference of tourists before a visit. Thus, the destination experience is the crucial factor in the spread of positive WOM about a destination. Nevertheless, to develop tourists' DA, effective loyalty schemes should be implemented through marketing efforts before they visit a destination. The findings of this study can be used by destinations to analyze and evaluate their loyalty-building process and marketing strategy. © 2012 John Wiley & Sons, Ltd.