Impact of The Cognitive Image on Destination Loyalty: A Parallel Mediation Technique

Abstract

This research presents a parallel mediation model in which the interplay of cognitive image, visitor satisfaction, and perceived value promotes destination loyalty. Using a convenience sample technique, the structural equation modeling approach was utilized to analyze 603 observations acquired in Coxs'Bazar, Bangladesh. In the study, perceived values and satisfaction directly impacted destination loyalty. However, the cognitive image does not affect destination loyalty. Both satisfaction and perceived value mediate between cognitive image and destination loyalty. Because postulated links have received little attention. The study helps advance conceptual underpinnings particularly in light of Cox'sBazar. There is merit to this study in that it demonstrates the parallel mediating effect of satisfaction and perceived value between cognitive image and destination loyalty, which has received little attention in previous tourism literature.