From Image To Loyalty: The Mediating Role Of Tourist Satisfaction And Affective Commitment In Destination Branding

Abstract

This study investigates the structural relationships between destination image, tourist satisfaction, affective commitment, and tourist loyalty in the context of tourism behavior. Using a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 190 respondents who had visited a specific tourist destination. The findings reveal that destination image significantly influences tourist satisfaction, affective commitment, and tourist loyalty. Moreover, tourist satisfaction has a positive and significant effect on tourist loyalty but does not significantly affect affective commitment. These results highlight that destination image plays a critical role in shaping both cognitive (satisfaction) and behavioral (loyalty) outcomes, with affective commitment partially mediated by image rather than satisfaction. The study contributes to tourism literature by emphasizing the dual pathways through which destination image fosters loyalty—both directly and indirectly through emotional and satisfaction-related mechanisms. Practical implications suggest that destination managers should focus on enhancing the emotional and experiential value of tourism offerings to foster long-term commitment and revisit intention.