Structural Relationships among Destination Preference, Satisfaction and Loyalty in Chinese Tourists to Australia

Authors

  • Iris Yue Mao,

    Corresponding author
    1. School of Marketing, Tourism and Leisure, Faculty of Business and Law, Edith Cowan University, Joondalup, Western Australia, Australia
    • Correspondence to: Iris Yue Mao, Lecturer, School of Marketing, Tourism and Leisure, Faculty of Business and Law, Edith Cowan University, 270 Joondalup Drive, Joondalup, Western Australia 6027, Australia.

      E-mail: i.mao@ecu.edu.au

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  • Hanqin Qiu Zhang

    1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong SAR
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ABSTRACT

This study quantifies the relationship among destination preference, destination satisfaction and destination loyalty. Destination loyalty consists of two dimensions: word-of-mouth (WOM) and destination attachment (DA). It is found that WOM is directly affected by destination satisfaction, whereas DA is predetermined by the destination preference of tourists before a visit. Thus, the destination experience is the crucial factor in the spread of positive WOM about a destination. Nevertheless, to develop tourists' DA, effective loyalty schemes should be implemented through marketing efforts before they visit a destination. The findings of this study can be used by destinations to analyze and evaluate their loyalty-building process and marketing strategy. Copyright © 2012 John Wiley & Sons, Ltd.

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