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Structural Relationships Among Destination Preference, Satisfaction And Loyalty In Chinese Tourists To Australia

I. Mao, H. Zhang
Published 2014 · Business

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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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