Research on the Formation Mechanism and Promotion of Brand Loyalty in Tourism Destinations
Taking Guangdong-Hong Kong-Macao Greater Bay Area as an Example
- 10.2991/978-94-6463-024-4_18How to use a DOI?
- destination image; tourism quality; perceived value; tourist satisfaction; tourist loyalty
The competition among tourist destinations is becoming more and more fierce. For tourist destinations, it is not only necessary to maintain the core market, but also to attract opportunity markets and guide tourists to become loyal tourists to the destination. The study found that the direct effect of tourism destination image in tourism quality, perceived value and satisfaction is significant, tourism quality has a significant direct effect on perceived value, satisfaction and loyalty, and perceived value has a significant direct effect on satisfaction and loyalty and satisfaction on loyalty. Tourism quality and perceived value have a significant indirect effect on tourist loyalty through the mediating role of tourist satisfaction, and tourist satisfaction plays a part of the mediating role; the indirect effect of destination image on tourist satisfaction through the mediating role of tourism quality is also significant, and tourism quality plays a significant role. Part of the role of intermediary. However, the indirect effect of destination image on tourist loyalty is significant, while the direct effect is not significant. Perceived value has a completely mediating effect.
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Cite this article
TY - CONF AU - Liping Xu AU - Sen Yang PY - 2022 DA - 2022/12/12 TI - Research on the Formation Mechanism and Promotion of Brand Loyalty in Tourism Destinations BT - Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022) PB - Atlantis Press SP - 147 EP - 168 SN - 2589-4900 UR - https://doi.org/10.2991/978-94-6463-024-4_18 DO - 10.2991/978-94-6463-024-4_18 ID - Xu2022 ER -