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The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach


  • Shahida Kanwel

    (Tourism & Hotel Management, School of Management, Zhejiang University, Hangzhou 310058, China)

  • Zhou Lingqiang

    (Tourism & Hotel Management, School of Management, Zhejiang University, Hangzhou 310058, China)

  • Muhammad Asif

    (School of Public Affairs, Zijingang Campus, Zhejiang University, Hangzhou 310058, China)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea)

  • Abid Hussain

    (School of Public Affairs, Zijingang Campus, Zhejiang University, Hangzhou 310058, China)

  • Arif Jameel

    (School of Public Affairs, Zijingang Campus, Zhejiang University, Hangzhou 310058, China)


Pakistan holds an important geographical status, but extremism and sabotage have severely damaged the tourism industry. In the present study, we examined the impact of destination image (DI) on tourist loyalty (TL) and intension to visit (IV) in Pakistan. Additionally, the study analyzed the mediation effects of electronic word of mouth (eWOM) and tourist satisfaction (TS) on these relationships. Data was collected from 780 tourists in Pakistan. We used confirmatory factor analysis (CFA) and structural equation modeling (SEM) to obtain the results. Our results demonstrated the positive relationships among DI, eWOM, TS, TL, and IV. This study also disclosed that eWOM has a partial mediation effect on the DI–TL relationship, and both eWOM and TS fully mediate the association between DI and IV. Hence, tourist satisfaction can be enhanced by eWOM and destination image, which directly effect tourist loyalty and intention to visit in Pakistan. The proposed framework and research findings will help stakeholders significantly to recognize the multi-facet association in the tourism industry of Pakistan. Testing the above relationships through multiple mediators is a relatively novel idea.

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  • Shahida Kanwel & Zhou Lingqiang & Muhammad Asif & Jinsoo Hwang & Abid Hussain & Arif Jameel, 2019. "The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach," Sustainability, MDPI, vol. 11(22), pages 1-19, November.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6401-:d:286812

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