Examining the Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Loyalty: Case of Mauritius

Abstract

Tourists’ perceptions of destination image, perceived value, tourist satisfaction and loyalty are vital for successful destination marketing. The literature on travel and tourism reveals an abundance of studies on destination image, perceived value and tourist satisfaction, however their relationships with destination loyalty have not been thoroughly investigated in small island destination. Consequently, the aim of the study was to investigate the relationship among destination image and perceived value and to empirically test the constructs that are likely to influence tourist satisfaction, which in turn affect tourist loyalty. The conceptual model was developed on the basis of existing theoretical and empirical research in the fields of marketing and tourism. The empirical data was collected in an island tourism destination - Mauritius. A total of 370 questionnaires were returned and the data were analysed using Structural Equation Modelling (SEM). The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made.