Satisfaction as a Mediator to the Relationships Between Destination Image and Loyalty

The study seeks to determine the mediating role of satisfaction on the relationship between image and loyalty. Tourist perception of Malaysia as a holiday destination is also ascertained. A conceptual model depicting the relationships among these constructs is proposed and empirically tested using structural equation modelling on survey data collected from European international tourists visiting Malaysia. The findings reveal that image has both direct and indirect effects on loyalty and uncover the mediating role of satisfaction. Malaysia was perceived as offering natural scenic beauty which offers an adventurous holiday with the chance to see wildlife and go swimming on beautiful beaches.