期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2014
卷号：3
期号：03
页码：279-291
出版社：European Society of Business and Social Sciences
摘要：The positive relationship between destination image and satisfaction is well established in the tourism literature. However, the influence of destination image on other tourist behavior variables continues to be debated. Thus, this paper aims to explain the direct and indirect influence of destination image on trip behavior such as tourist expectation, perceived quality, perceived value, tourist satisfaction and loyalty. The present research was conducted in Langkawi Island, a well known tourist destination in Malaysia, with 500 targeted sample. Structured questionnaires were conveniently distributed to the tourists and 482 useable data were analysed. Regression analyses give support to all hypotheses tested. Destination image has a significant positive influence on tourist expectation, perceived quality, perceived value, tourist satisfaction and loyalty. In addition, satisfaction fully mediates the relationship between destination image and loyalty.
关键词：Destination image; Trip behavior; Langkawi Island
