Exploring the factors of destination image, destination satisfaction affecting destination loyalty for cruise passengers in Thailand

Abstract

This research aims to explore the factors relating to destination image and destination satisfaction which affect the destination loyalty of cruise passengers. The data were collected at Southern ports of Thailand: Phuket port and Samui port from foreign tourists who had experienced onshore excursions. A questionnaire is used as a data collection tool with 440 sample size. The data analysis is performed by using confirmatory factor analysis (CFA) and structural equation model analysis (SEM). The findings revealed that destination image has a positive influence on destination satisfaction, which in turn, strongly affects destination loyalty. Consequently, destination managers should establish a higher destination satisfaction to create destination loyalty, by developing the diverse attraction, improving tourism infrastructure, and enhancing the tourism environment such as the standard of hygiene and cleanliness at destinations. The practical implication may further enhance tourists’ satisfaction, and hence their intention to revisit such destination as land-based tourists and to give positive recommendations to others.