TOURISTS' EVALUATIONS OF DESTINATION IMAGE, SATISFACTION, AND FUTURE BEHAVIORAL INTENTIONS—THE CASE OF MAURITIUS

Abstract

Empirical studies have analyzed the relationship between destination image and other evaluative constructs such as perceived value and service quality. However, the role and influence of destination image on future behavioral intentions have been of lesser interest. Consequently, this article examines the relationship between destination image, satisfaction, and future behavioral intentions of visitors to the island of Mauritius. A theoretical model is tested on a sample of 705 international visitors using structural equations modeling. The results show that destination image has a direct and an indirect influence over future behavior. Satisfaction and overall image play a mediating role between destination image and future behavior. As a result, important theoretical and practical implications for destination image research and marketing are offered.

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