Determining factors of tourists’ loyalty to beach tourism destinations: a structural model

Purpose The purpose of this paper is to investigate and develop an integrated theoretical relationship by including destination image and attitudes into the quality-value-satisfaction-loyalty paradigm in the context of beach tourism. Design/methodology/approach A personal-administered survey was conducted using a convenient sampling technique to collect data from 601 tourists who had visited popular beach destinations in Bangladesh. Then, the structural relationships between the factors likely to affect tourist attitudes and loyalty were examined. Findings The findings reveal that both service quality and perceived values have a direct effect on destination image, tourist attitudes and satisfaction. Additionally, destination image and satisfaction significantly affect tourist attitudes and loyalty. Research limitations/implications The direct relationship of perceived service quality and perceived value with tourist loyalty…