A closer look at destination: Image,personality, relationship and loyalty |
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| Institution: | 1. Department of Transportation & Communication Management Science, National Cheng Kung University, 1 Ta-Hsueh Rd, Tainan 701, Taiwan, ROC;2. Institute of International Management, National Cheng Kung University, 1 Ta-Hsueh Rd, Tainan 701, Taiwan, ROC;1. Faculty of Business Administration, University of Medical Sciences & Technology, P.O. Box 12810, Khartoum, Sudan;2. Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia;3. Taylor''s Business School, Taylor''s University, Lakeside Campus, Subang Jaya, Selangor, Malaysia;1. Departamento de Administración, Facultad de Administración y Economía. Universidad de Santiago de Chile., Avda. Libertador Bernardo O`Higgins No 3363, Santiago 9160000, Chile;2. Departamento de Economía Aplicada. Universidad Autónoma de Madrid, Avda. Tomás y Valiente N° 5, Madrid 28049, Spain;3. Facultad de Economía y Negocios. Universidad de Chile, Diagonal Paraguay N° 257, Santiago 8320000, Chile;1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu 610074, China;2. School of Hospitality Business Management, Carson College of Business, Washington State University, United States;3. School of Tourism and Hospitality, University of Johannesburg, South Africa;4. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, United States;5. College of Economics and Management, Zhejiang Normal University, Jinhua 321004, China |
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| Abstract: | Drawing on brand relationship theory and attitude theory, this study investigates the relationships among destination image, destination personality, tourist–destination relationship and tourist behavior. Using a sample of 428 foreign tourists visiting the Angkor temple area of Cambodia and the structural equation modeling technique, the results reveal that destination image and destination personality have positive effects on the tourist–destination relationship, which in turn affect tourist behavior. The study lends support to brand relationship theory, indicating that tourists form emotional relationships with destinations, and further supports Bagozzi's (1992) reformulation of attitude theory with regard to the cognitive, affective and behavior sequence. |
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