DOES AFFECTIVE AND COGNITIVE DESTINATION IMAGE INFLUENCE DESTINATION LOYALTY?EMPIRICAL EVIDENCE FROM A DEVELOPING COUNTRY

Abstract

ABSTRACT This study aims to develop a comprehensive model of destination loyalty that considers domestic visitors. It examines the relationship between perceived value, cognitive and affective destination images, perceived satisfaction, and destination loyalty. The model was validated using structural equation modeling and confirmatory factor analysis. The study was conducted in Coxs'Bazar, the most popular tourist destination among domestic travelers. Results showed that domestic tourists' perceived affective destination image directly impacts their perceived value and destination loyalty. However, cognitive destination image did not affect loyalty but directly impacted their perceived value. Satisfaction mediates perceived value and destination loyalty, and cognitive destination image and destination loyalty are also influenced by perceived value. The study used the S-O-R theory to create a domestic destination loyalty model, clarifying the mediating roles that perceived value and satisfaction play. The research also revealed the cognitive and affective destination images of domestic visitors in a developing nation. Understanding these habits and preferences can help promote domestic tourism and aid destination marketing managers in developing effective strategic plans.