Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)

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Research on the Formation Mechanism and Promotion of Brand Loyalty in Tourism Destinations

Taking Guangdong-Hong Kong-Macao Greater Bay Area as an Example

Authors
Liping Xu1, Sen Yang2, *
1School of Marxism, Guangdong University of Finance and Economics, Guangzhou, 510320, Guangdong, China
2School of Management, Jinan University, Guangzhou, 510632, Guangdong, China
*Corresponding author. Email: 1028943403@qq.com
Corresponding Author
Sen Yang
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-024-4_18How to use a DOI?
Keywords
destination image; tourism quality; perceived value; tourist satisfaction; tourist loyalty
Abstract

The competition among tourist destinations is becoming more and more fierce. For tourist destinations, it is not only necessary to maintain the core market, but also to attract opportunity markets and guide tourists to become loyal tourists to the destination. The study found that the direct effect of tourism destination image in tourism quality, perceived value and satisfaction is significant, tourism quality has a significant direct effect on perceived value, satisfaction and loyalty, and perceived value has a significant direct effect on satisfaction and loyalty and satisfaction on loyalty. Tourism quality and perceived value have a significant indirect effect on tourist loyalty through the mediating role of tourist satisfaction, and tourist satisfaction plays a part of the mediating role; the indirect effect of destination image on tourist satisfaction through the mediating role of tourism quality is also significant, and tourism quality plays a significant role. Part of the role of intermediary. However, the indirect effect of destination image on tourist loyalty is significant, while the direct effect is not significant. Perceived value has a completely mediating effect.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
12 December 2022
ISBN
10.2991/978-94-6463-024-4_18
ISSN
2589-4900
DOI
10.2991/978-94-6463-024-4_18How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Liping Xu
AU  - Sen Yang
PY  - 2022
DA  - 2022/12/12
TI  - Research on the Formation Mechanism and Promotion of Brand Loyalty in Tourism Destinations
BT  - Proceedings of the 2022 2nd International Conference on Education, Information Management and Service Science (EIMSS 2022)
PB  - Atlantis Press
SP  - 147
EP  - 168
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-024-4_18
DO  - 10.2991/978-94-6463-024-4_18
ID  - Xu2022
ER  -