The Impact of Destination Quality and Image on Tourists' Loyalty

Abstract

Objective: The objective of this study was to investigate the impact of destination quality and image on the loyalty of tourists.   Method: There were many research papers that were analyzed critically to find out the connection between quality, image, and the loyalty of tourists. We utilize a quantitative research method through structural equation modeling (SEM) analysis. The sample size includes 583 respondents who are tourists in the provinces of the North Central Coast of Vietnam.   Results: The research findings show that, in direct relationships, destination image positively influences both attitudinal loyalty and behavioral loyalty. However, there is no direct impact of destination quality on attitudinal loyalty; instead, it only affects tourist behavioral loyalty. The study also demonstrates the mediating role of satisfaction in the relationship between destination quality, image, and both aspects of loyalty, namely the attitudinal and behavioral loyalty of tourists.   Conclusions:  The tourist industry on the North Central Coast of Vietnam has many positive points, despite just going through the COVID-19 pandemic and economic growth. Tourist loyalty to destinations is quite high because they like destination image and satisfaction with destination quality. This article is an academic contribution that enables understanding of the research developed and focuses on destination image, destination quality, and tourist loyalty on the North Central Coast of Vietnam, considering data from several reference research databases and survey results.