The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea

Abstract

Purpose The purpose of this paper is to explore both the cognitive and affective images and examine the effects of destination image through both aspects on satisfaction levels and tourist loyalty. Design/methodology/approach Data collection was conducted using the convenience sampling method. The on-site survey was carried out with Chinese tourists at the popular tourist sites in Seoul City. Findings The results showed that the cognitive image had a direct influence on the affective image and confirmed the formation process of the destination image. Both cognitive and affective images had positive influences on satisfaction, and in turn, satisfaction predicted tourist loyalty. Moreover, the relationship between destination image and loyalty revealed that the affective image had a direct influence on tourist loyalty. Although the cognitive image showed no direct linkage to tourist loyalty, the authors found that it had an indirect influence on tourist loyalty through affective image and satisfaction. Originality/value The findings of this study provide a better understanding of the process that determines Chinese tourists’ destination choices and loyalty. Moreover, it provides insightful implications for the Korean Government, the Korea Tourism Organization and tourism operators.

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“…Furthermore, the existence of tourist loyalty could also help in indirectly promoting the place to others (for example: when a tourist promoted the place to his/her peers). Previous research by Chiu et al, (2016) had found that tourist loyalty could be affected by destination image and perceived quality, either directly or indirectly through tourist satisfaction. Furthermore, previous research by Jalivand et al (2014) had found that satisfaction could mediate the relationship between perceived value and perceived quality towards loyalty.…”

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“…Previous studies found that tourist loyalty as an outcome was affected positively by tourist satisfaction. Therefore, when customer satisfaction increases, lead to intention to return and recommend to other rises, whereby significant for customer loyalty (Amoah et al, 2016;Chiu et al, 2016;Liang, 2008;Wahyuningsih, 2012). As Kotler et al (2017) stated the customer loyalty drives to continue to use the same product or service, able to reduce cost of promotional, decreased the price sensitivity.…”

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