The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea
Abstract
Purpose The purpose of this paper is to explore both the cognitive and affective images and examine the effects of destination image through both aspects on satisfaction levels and tourist loyalty. Design/methodology/approach Data collection was conducted using the convenience sampling method. The on-site survey was carried out with Chinese tourists at the popular tourist sites in Seoul City. Findings The results showed that the cognitive image had a direct influence on the affective image and confirmed the formation process of the destination image. Both cognitive and affective images had positive influences on satisfaction, and in turn, satisfaction predicted tourist loyalty. Moreover, the relationship between destination image and loyalty revealed that the affective image had a direct influence on tourist loyalty. Although the cognitive image showed no direct linkage to tourist loyalty, the authors found that it had an indirect influence on tourist loyalty through affective image and satisfaction. Originality/value The findings of this study provide a better understanding of the process that determines Chinese tourists’ destination choices and loyalty. Moreover, it provides insightful implications for the Korean Government, the Korea Tourism Organization and tourism operators.
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Factors like emotional attachment, satisfaction, and place attachment can moderate the relationship between destination image and loyalty.
“Moreover, studies by Chiu et al. (2016) and Tasci et al. (2022) indicate that factors like emotional attachment, satisfaction, and place attachment can moderate this relationship.”
From A study on the influence of rural tourism’s perceived destination restorative qualities on loyalty based on SOR model (2025) · cites this paper as Chiu et al. (2016)
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- Authors
- Chiu, W., Zeng, S., & Cheng, P. S.-T.
- Affiliations
- University of Suwon (KR)
- Yonsei University (KR)
- National Taiwan Normal University (TW)
- ORCID
- Chiu, Weisheng
- Venue
- International Journal of Culture Tourism and Hospitality Research
- Publisher
- Emerald
- Published
- 2016-06-06
- Volume
- 10
- Issue
- 2
- Pages
- 223-234
- ISSN
- 1750-6182 (ISSN-L)
- OpenAlex
- W2411892803
- Cited by
- 273
- References
- 50
- Citations by year
- 2026: 21 · 2025: 19 · 2024: 34 · 2023: 43 · 2022: 48 · 2021: 37 · 2020: 31 · 2019: 19 · 2018: 14 · 2017: 5 · 2016: 2
- FWCI
- 38.12
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Culture Tourism and Hospitality Research (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Life Sciences › Agricultural and Biological Sciences › Food Science › Culinary Culture and Tourism
- Keywords
- destination image, tourist satisfaction, tourist loyalty, cognitive image, emotional pictures, Chinese tourists, inbound tourism, destination choice, Seoul tourism
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