Structural relationships among destination preference, satisfaction and loyalty in Chinese tourists to Australia

Iris Yue Mao, Hanqin Qiu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

27 Citations (Scopus)


This study quantifies the relationship among destination preference, destination satisfaction and destination loyalty. Destination loyalty consists of two dimensions: word-of-mouth (WOM) and destination attachment (DA). It is found that WOM is directly affected by destination satisfaction, whereas DA is predetermined by the destination preference of tourists before a visit. Thus, the destination experience is the crucial factor in the spread of positive WOM about a destination. Nevertheless, to develop tourists' DA, effective loyalty schemes should be implemented through marketing efforts before they visit a destination. The findings of this study can be used by destinations to analyze and evaluate their loyalty-building process and marketing strategy.
Original languageEnglish
Pages (from-to)201-208
Number of pages8
JournalInternational Journal of Tourism Research
Issue number2
Publication statusPublished - 1 Mar 2014


  • Australia
  • Chinese tourists
  • Destination loyalty
  • Destination preference
  • Destination satisfaction
  • Structural equation modeling

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation

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