The influence of destination image on the domestic tourist's behavior

Abstract

Tourist destination image is directly related to the number of destination visitors, and it significantly shapes the destination positioning strategy and tourist behavior. A favorable tourist destination image attracts tourists, on the contrary, while a negative image discourages tourist visitation. For this reason, this study's subject considers the tourist destination image as a predictor of tourist behavior. The study examines the influence of the cognitive and affective destination image on destination emotional attachment, satisfaction, and loyalty, as well as the effect of destination emotional attachment on satisfaction and loyalty. The primary data were collected by conducting personal interviews, using the online survey technique. Research hypotheses were tested using regression analysis. The study confirmed the likelihood that the influence of the destination image will develop a tourist destination emotional attachment, which significantly affects the future tourist's behavior. Furthermore, the study confirmed that tourist's satisfaction and loyalty are created under the influence of the destination image and based on the destination's emotional attachment. The results indicated that the affective compared to the cognitive image has a more significant impact on all three observed variables in this research: emotional attachment, satisfaction, and loyalty. The theoretical contribution of the study is reflected in new information about the destination image as a predictor of tourist behavior. The study provides information that decision-makers in destination marketing can use when creating a tourist destination positioning strategy, which is a practical contribution of the study.

Keywords

• tourist destination
• image
• emotional attachment
• satisfaction
• loyalty