Work

The Impact of Agrotourism Destination Image on Tourist’s Loyalty in Zaghouan, Tunisia: Moderating Role of Visit’s Experience

Year: 2024

Type: article

Abstract: This study tests the influence of destination image on loyalty. It also examines the moderation effect of visitors’ experiences in the link between the two main components of destination image and loyalty. For this reason, responses from 302 visitors at Zaghouan, Tunisia were collected using a pre-examined questionnaire form. The collected responses were analyzed with SmartPLS SEM and Multi-group analysis. The findings showed that destination image significantly and positively affected visitors’ intention to revisit and recommend agrotourism destination to others. The results confirmed that destination image dimensions (cognitive and affective) influence visitors’ loyalty. These influences are significantly moderated by tourist’s experiences. New visitors with new experiences have less influence on the link between image and loyalty than regular visitors. The findings have some propositions for tourism destination marketers and scholars.

Source: GeoJournal of Tourism and Geosites

DOI: 10.30892/gtg.56425-1339

Authors: Abu Elnasr E. SOBAIH, Hassane GHARBI, Imed ZAIEM, Nadir ALIANE

Institutions: University of Carthage, Université Tunis Carthage, Helwan University, Dar Al Uloom University, King Faisal University

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $204

Funder: King Faisal University