The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea

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The influence of destination image and
tourist satisfaction on tourist loyalty:
a case study of Chinese tourists in Korea
Weisheng Chiu, Shiheng Zeng and Philip Shao-Tung Cheng
Weisheng Chiu is based
at the Department of
Sport and Leisure
Studies, The University of
Suwon, Hwaseong City,
Korea. Shiheng Zeng is
based at the Department
of Sport and Leisure
Studies, Yonsei
University, Seoul, The
Republic of Korea.
Philip Shao-Tung Cheng
is Professor at the
Department of Physical
Education, National
Taiwan Normal University,
Taipei, Taiwan.
Abstract
Purpose
–
The purpose of this paper is to explore both the cognitive and affective images and examine
the effects of destination image through both aspects on satisfaction levels and tourist loyalty.
Design/methodology/approach
–
Data collection was conducted using the convenience sampling
method. The on-site survey was carried out with Chinese tourists at the popular tourist sites in Seoul City.
Findings
–
The results showed that the cognitive image had a direct influence on the affective image
and confirmed the formation process of the destination image. Both cognitive and affective images had
positive influences on satisfaction, and in turn, satisfaction predicted tourist loyalty. Moreover, the
relationship between destination image and loyalty revealed that the affective image had a direct
influence on tourist loyalty. Although the cognitive image showed no direct linkage to tourist loyalty, the
authors found that it had an indirect influence on tourist loyalty through affective image and satisfaction.