The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach
Abstract
:1. Introduction
2. Theory and Hypotheses
2.1. Destination Image (DI)
2.2. Electronic Word of Mouth (eWOM)
2.3. Tourist Satisfaction (TS)
2.4. Tourist’s Loyalty (TL)
2.5. Intention to Visit (IV)
2.6. Relationship Between Destination Image, Electronic Word of Mouth, Tourist Satisfaction, Tourist Loyalty, and Intention to Visit
2.7. The Relationship Between Electronic Word of Mouth, Tourist Loyalty, and Tourist Satisfaction
2.8. The Relationship Between Tourists’ Satisfaction with the Intention to Visit
2.9. The Mediating Role of Electronic Word of Mouth Between Destination Image and Tourist Loyalty
2.10. The Mediating Role of Tourist Satisfaction Between Destination Image and Intention to Visit
2.11. The Mediating Role of Electronic Word of Mouth, Tourist Satisfaction, Destination Image, and Intention to Visit
3. Materials and Methods
3.1. Study Design
3.2. Instruments
4. Data Analysis
4.1. Model Fit Indices
4.2. Descriptive Statistics
4.3. Confirmatory Factor Analysis
4.4. Hypothesis Testing
5. Discussion
6. Conclusions
7. Implications
8. Limitations
Author Contributions
Funding
Conflicts of Interest
References
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Characteristics | Frequency | % | |
---|---|---|---|
Gender | |||
Male | 551 | 70.6 | |
Female | 229 | 29.4 | |
Age | |||
16–25 | 120 | 15.4 | |
26–35 | 146 | 18.8 | |
36–45 | 306 | 39.2 | |
46–55 | 157 | 20.1 | |
56 and above | 51 | 6.5 | |
Marital status | |||
Single | 206 | 26.4 | |
Married | 395 | 50.7 | |
Divorced | 135 | 17.3 | |
Widow | 44 | 5.6 | |
Education | |||
Secondary/high school | 199 | 25.5 | |
College | 379 | 48.6 | |
University | 202 | 25.9 | |
Occupation | |||
Businessman | 124 | 16 | |
Leisure | 285 | 36.5 | |
Professional | 75 | 9.6 | |
Visiting families or friends | 213 | 27.3 | |
Others | 83 | 10.6 |
Fit indices | Model Value | Reference Value |
---|---|---|
χ2/df | 2.862 | <5.00 |
CFI | 0.973 | >0.90 |
IFI | 0.981 | >0.90 |
TLI | 0.976 | >0.90 |
Standardized RMR | 0.037 | <0.05 |
RMSEA | 0.049 | <0.10 |
PCLOSE | 0.887 | >0.05 |
NCP | 1943.182 | >NCP saturated (.00) <NCP independence (50068.5) |
FMIN | 4.193 | >FMIN saturated (.00) <FMIN independence (67.0) |
Factors | Mean | SD | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|---|---|
1. Destination Image | 2.97 | 0.812 | - | ||||
2. E-Word of Mouth | 2.85 | 0.819 | 0.421 ** | - | |||
3. Tourist Satisfaction | 2.28 | 0.793 | 0.374 ** | 0.304 ** | - | ||
4. Tourist Loyalty | 4.01 | 0.624 | 0.398 ** | 0.291 ** | 0.275 ** | - | |
5. Intention to Visit | 3.56 | 0.765 | 0.336 ** | 0.327 ** | 0.349 ** | 0.319 ** | - |
Latent Factor Construct/ Factors | Items | EFA | CFA | α |
---|---|---|---|---|
Destination Image | DI1 | 0.826 | 0.881 | 0.882 |
DI 2 | 0.902 | 0.986 | ||
DI 3 | 0.665 | 0.545 | ||
DI 4 | 0.905 | 0.990 | ||
DI5 | 0.915 | 0.989 | ||
DI 6 | 0.885 | 0.833 | ||
DI 7 | 0.877 | 0.849 | ||
DI 8 | 0.904 | 0.982 | ||
E-Word of Mouth | WM1 | 0.858 | 0.984 | 0.914 |
WM 2 | 0.698 | 0.651 | ||
WM 3 | 0.864 | 0.972 | ||
WM 4 | 0.704 | 0.634 | ||
WM 5 | 0.865 | 0.978 | ||
WM 6 | 0.877 | 0.882 | ||
WM 7 | 0.772 | 0.916 | ||
Tourist Satisfaction | TS1 | 0.720 | 0.984 | 0.852 |
TS2 | 0.793 | 0.811 | ||
TS3 | 0.812 | 0.825 | ||
TS4 | 0.797 | 0.786 | ||
TS5 | 0.819 | 0.839 | ||
TS6 | 0.795 | 0.727 | ||
TS7 | 0.730 | 0.758 | ||
TS8 | 0.797 | 0.782 | ||
TS9 | 0.819 | 0.836 | ||
Tourist Loyalty | TL1 | 0.779 | 0.731 | 0.936 |
TL2 | 0.837 | 0.793 | ||
TL3 | 0.922 | 0.984 | ||
Intention to Visit | IV1 | 0.767 | 0.837 | 0.883 |
IV2 | 0.807 | 0.891 | ||
IV3 | 0.778 | 0.785 | ||
IV4 | 0.732 | 0.803 |
Factors | CR | AVE | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|---|---|
1. Destination Image | 0.913 | 0.715 | 0.846 | ||||
2. E-Word of Mouth | 0.932 | 0.753 | 0.0437 ** | 0.868 | |||
3. Tourist Satisfaction | 0.863 | 0.678 | 0.319 ** | 0.273 ** | 0.823 | ||
4.Tourist Loyalty | 0.916 | 0.703 | 0.351 ** | 0.226 ** | 0.269 ** | 0.838 | |
5. Intention to Visit | 0.889 | 0.691 | 0.307 ** | 0.262 ** | 0.343 ** | 0.299 ** | 0.831 |
Path | β | SE | T |
---|---|---|---|
Destination Image E-Word of Mouth | 0.39 ** | 0.048 | 8.125 |
Destination Image Tourist satisfaction | 0.34 ** | 0.045 | 7.556 |
Destination Image Tourist Loyalty | 0.41 ** | 0.051 | 8.039 |
Destination Image Intention to Visit | 0.28 ** | 0.044 | 6.364 |
E-Word of Mouth Tourist satisfaction | 0.26 ** | 0.044 | 5.909 |
E-Word of Mouth Tourist Loyalty | 0.31 ** | 0.045 | 6.889 |
Tourist Satisfaction Intention to Visit | 0.37 ** | 0.048 | 7.708 |
© 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
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Kanwel, S.; Lingqiang, Z.; Asif, M.; Hwang, J.; Hussain, A.; Jameel, A. The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach. Sustainability 2019, 11, 6401. https://doi.org/10.3390/su11226401
Kanwel S, Lingqiang Z, Asif M, Hwang J, Hussain A, Jameel A. The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach. Sustainability. 2019; 11(22):6401. https://doi.org/10.3390/su11226401
Chicago/Turabian StyleKanwel, Shahida, Zhou Lingqiang, Muhammad Asif, Jinsoo Hwang, Abid Hussain, and Arif Jameel. 2019. "The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach" Sustainability 11, no. 22: 6401. https://doi.org/10.3390/su11226401