A Moderated Mediation Model of Destination Loyalty: Integrating Destination Image, Attitudinal Loyalty, and Perceived Value

Abstract

This study explores the role of destination brand image in the tourists' behavioural loyalty process using a moderated mediation model. Specifically, the two dimensions of destination brand image were conceptualised as being cognitive image and affective image, with attitudinal loyalty being a mediator between these two dimensions of destination brand image and behavioral loaylty and destination perceived value as a moderator between the attitudinal loyalty and behavioural loyalty. Data was collected from international tourists. The results show that the cognitive image and affective image has a positive effect on attitudinal loyalty, and the attitudinal loyalty effects on behavioural loyalty. The relationships between cognitive image and behavioural loyalty, and between affective image and behavioural loyalty are significantly mediated by attitudinal loyalty. In addition, destination perceived value further enhances the positive relationship between attitudinal loyalty and behavioural loyalty. A moderated mediation model results from the relationship between cognitive and affective image on behavioural loyalty,  mediated by attitudinal loyalty and moderated by perceived value. The study contributes to destination branding literature by providing the explanation of how and when destination image translates into loyal tourist behaviour.