Tourist experience quality and loyalty to an island destination: the moderating impact of destination image

Hyoungeun Moon, Heesup Han

Research output: Journal article publicationJournal articleAcademic researchpeer-review

67 Citations (Scopus)


This study aims to explore the relationships among tourist experience quality, perceived value, perceived price reasonableness, tourist satisfaction with tour experience, and loyalty to an island destination by considering the moderating effect of destination image. The survey was distributed in person at an international airport. The findings revealed that tourists’ involvement with tours is the core of perceived value and price reasonableness, which increases tourists’ satisfaction. Perceived value is a stronger mediator between involvement and satisfaction than perceived price reasonableness. The moderating effect of island image is also uncovered. The theoretical and practical implications are discussed based on the findings.

Original languageEnglish
Pages (from-to)43-59
Number of pages17
JournalJournal of Travel and Tourism Marketing
Issue number1
Publication statusPublished - 2 Jan 2019
Externally publishedYes


  • destination image
  • perceived price reasonableness
  • perceived value
  • Tourist experience quality
  • tourist loyalty
  • tourist satisfaction

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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