Destination image and loyalty

Liping A. Cai ^[1] ; Bihu Wu ^[2] ; Billy Bay ^[3]
1. [1] Purdue University
  
  Purdue University
  
  Township of Wabash, Estados Unidos
2. [2] Peking University
  
  Peking University
  
  China
3. [3] University of Nevada, Las Vegas, NV
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Localización: Tourism review international, ISSN 1544-2721, Vol. 7, Nº. 3-4, 2003, págs. 153-162
Idioma: inglés
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Resumen
- This study extended destination image research by relating to the behavioral dimension of visitor loyalty. Based on the sample from a visitor profile study sanctioned by a county-level destination marketing organization (DMO) in the United States, the study examined the relationship between visitors' perceived images and their destination loyalty. Four distinct image constructs were identified, three of which are attribute based and one affective and attitude based. Among other findings, the study noted a significant and positive association between the favorability of visitors' affective and attitude images and the degree of their loyalty, which was delineated by the frequency of repeat visitation. However, the increased favorability leveled off as one's visitation became more frequent. The finding is important because affective and attitude images are closer and more critical than attribute-based images to the decision-making stage of destination choice. The study results illustrate the importance of closer scrutiny of repeat visitation. It also recognizes that while visitors' perceptions of a destination should be examined holistically as parts of a composite image, they must also be analyzed individually to facilitate a DMO's practical development in decision-making and marketing implementations.