Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Relationship of Destination Image, Satisfaction, and Post-Visit Behavior
 
Various researchers have demonstrated the relationship between destination image and preference or 
intention of visit (Milman & Pizam, 1995). There are several studies in which destination image affects the process 
of destination selection (Chon, 1990). Baloglu and McCleary (1999) argued that image is an important influence in 
the destination selection. Tapachai and Waryszak (2000)’s study mentioned that a positive image influences tourists’ 
decision to visit. Various researchers have found the relationship between satisfaction and behavior of individuals 
(Anderson & Sullivan, 1990). Image has a positive influence on satisfaction (Font, 1997). Several researchers have 
found out the fact that there is the significant relationship between image and customer satisfaction (Bigne et al., 
2001; Castro et al., 2007). Giese and Cote (2000) proposed that it is useful to define satisfaction as a response to an 
emotional judgment, a specific aspect of a service, and linkage to a specific moment in time. Several researchers 
proposed the relationship between the destination image and the tourists’ future behaviors (Ashworth & Goodall, 
1988; Lee et al., 2005; Chen, & Tsai, 2006). According to Fornell (1992), there is a positive relationship between 
satisfaction and future behavior; while Chen and Tsai (2006) proposed that destination managers need to understand 
the relationships between destination image, evaluative factors (trip quality, perceived value, and satisfaction), and 

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