Scholarly record
EVALUATING THE STRUCTURAL RELATIONSHIPS BETWEEN IMAGE COMPONENTS, OVERALL IMAGE AND DESTINATION LOYALTY OF BULGARIA AS A SPA AND WELLNESS DESTINATION
Abstract
Image is a key factor in attracting first-time visitors, and the environment of a destination plays an essential role in their decision to re-visit it. The aim of the study is to ascertain the moderating effect that cognitive and affective components have on the overall image and relationship with destination loyalty. Twenty-four distinct constructs are identified, five of which are about the cognitive aspect, eleven are about the affective aspect, five are about the overall image of Bulgaria as a spa and wellness destination, and two are about destination loyalty, which is connected to the conative aspect of the image. The researched target group includes 562 tourists who visited Bulgaria between the summer and the autumn in 2016 and 2017. The data are analyzed using Structural Equation Modeling (SEM) for testing three hypotheses. The results supported the proposed model: (i) the cognitive image has a direct and positive effect on the overall image; (ii) the affective image has a direct and positive effect on the overall image; (iii) the overall image has a direct and positive influence on the destination loyalty. The outcomes of the study have significant managerial implications for destination marketing managers.
Publication Impact Profile
Publication details
References10
Agapito, D., P. O. do Valle & J. da Costa Mendes. The Cognitive-AffectiveConative Model of Destination Image: A Confirmatory Analysis, Journal of Travel & Tourism Marketing, 30(5), 2013, pp 471-481;
Baloglu, S., & Brinberg, D. Affective images of tourism destinations. Journal of Travel Research, 35(4), 1997, pp 11–15;
Baloglu, S. and K. McCleary. A Model of Destination Image Formation. Annals of Tourism Research, 26(4), 1999a, pp 868-897;
Beerli, A. & MartГn, J.D. Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis – A case study of Lanzarote, Spain, Tourism Management, 25, 2004, pp 623-636;
Chi, C. G. Q. & H. Qu. Examining structural relationship of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, 29, 2008, pp 624 – 636;
Echtner, C. M., & Ritchie J.R. B. The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 1993, pp 3-13;
Fakeye, P. C., & Crompton, J. L. Image differences between prospective, first-time and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 1991, pp 10–16;
Iordanova, E. Tourism destination image as an antecedent of destination loyalty: The case of Linz, Austria. European Journal of Tourism Research 16, 2017, pp 214-232;
NghiГЄm-PhГє, B. A review of destination image studies from 2008 to 2012. European Journal of Tourism Research, 8, 2014, pp 35-65;
Zhang, H., Fu, X., Cai, L. A. & Lu, L. Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 2014, pp 213-223.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.