An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: a Structural Model

ARTICLE IN PRESS

Tourism Management 26 (2005) 45–56

An examination of the effects of motivation and satisfaction on destination loyalty: a structural model
Yooshik Yoona,*, Muzaffer Uysalb b a Department of Tourism Management, Pai Chi University, 439-6 Doma-2Dong, Seo-Gu, Daejeon 302-735, South Korea Department of Hospitality & Tourism Management, Virginia Polytechnic Institute and State University, 362 Wallace Hall, Blacksburg, VA 24061-0429, USA

Received 14 November 2001; accepted 29 August 2003

Abstract This study offers an integrated approach to understanding tourist motivation and attempts to extend the theoretical and empirical evidence on the causal relationships among the push and pull motivations, satisfaction, and destination loyalty. The research model investigates the relevant relationships among the constructs by using a structural equation modeling approach. Consequently, destination managers should establish a higher tourist satisfaction level to create positive post-purchase tourist behavior, in order to improve and sustain destination competitiveness. r 2003 Elsevier Ltd. All rights reserved.
Keywords: Tourist motivation; Satisfaction; Destination loyalty; Structural equation modeling

1. Introduction In an increasingly saturated marketplace, the success of marketing destinations should be guided by a thorough analysis of tourist motivation and its interplay with tourist satisfaction and loyalty. A review of tourism literature reveals an abundance of studies on motivation and satisfaction, but destination loyalty has not been thoroughly investigated. Primarily, the tourism studies to date have addressed and examined the constructs of motivation and satisfaction independently. The causal relationships with travel motivation, satisfaction, and destination loyalty have been only conceptually or superficially discussed. Additionally, conceptual clarification, distinctions, and logical linkages among the constructs have been lacking. A

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