Image, Satisfaction and Loyalty—The Case of Cape Town

Girish Prayag

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Abstract

This study investigated the relationship between destination image, overall satisfaction, and visitors' loyalty. Specifically, the influence of overall image on these constructs is examined. A total of 585 international visitors completed a questionnaire at six of the most popular tourist attractions in Cape Town. Multiple regression was used to assess the influence of destination attributes on evaluative factors and structural equation modelling was used to test the hypothesised model. The results indicated that destination image had both a direct and an indirect influence on visitors' loyalty. Both overall satisfaction and overall image seem to mediate the relationship between visitors' image and their behavioural loyalty. These results provide important theoretical implications for destination image research and direction for destination marketing. Specific image attributes can be used for destination promotion, positioning and enhancement of competitiveness.

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References

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