Expanding theory of tourists’ destination loyalty: The role of sensory impressions

What shapes tourist's attitudes towards destinations most, abstract destination image or concrete sensory impressions? This exploratory research investigates the unique role played by sensory impressions in understanding destination loyalty through a multi-level validation process utilizing three progressive studies. Study 1, based on online reviews found that positive sensory impressions have a positive effect on loyalty while negative sensory impressions have a negative effect. A field study then revealed that sensory impressions can be distinguished from destination image and provides incremental explanatory power on loyalty. Through a survey of actual tourists, Study 3 verified the robustness of the conclusions of the first two studies and provides evidence that sensory impressions are related to other outcome concepts (perceived quality, value and satisfaction). This research illustrates the mechanisms behind the influence of this emerging construct on destination loyalty, and more importantly, verifies its importance and necessity through a more rigorous multi-level validation.