The Effect of Destination Image on Tourist Satisfaction and Destination Loyalty : From the Viewpoint of Global CEO

This study is to investigate that the image of destination has an impact on the tourists' satisfaction and tourists' loyalty. The objective of this article was to examining the relationship between destination image, satisfaction and destination loyalty in both Korea and Vietnam. All relationships were tested together using structural equation model. After reviewing related literature, The research model was developed in which five hypotheses were suggested. A total of 420 questionnaires were collected and the data was analyzed using StructuralEquation Model(SEM). The results supported the proposed research model: all relationships among destination image, attribute satisfaction, tourists' overall satisfaction, and destination loyalty. and also this results showed that Vietnamese tourists are higher influenced than Korean tourists. It means that overall satisfaction and tourist loyalty will depend on many different factors. we also need to be caution of the fact that our findings could not be generalized to all the consumers and countries.