experience, attractions, and psychological image was only related to value/entertainment) were positively intention to recommend, and mixed image associated with word-of-mouth (i.e. was associated with neither of the two willingness to recommend to others). Bigne behavioural intentions. Applying a theory of et al. (2001) investigated interrelationships market heterogeneity in their study, Castro among destination image, perceived et al. (2007) found that there was strong an quality, satisfaction, intention to return, and indirect relationship between a destination willingness to recommend to others in the image and intention to visit, in which the context of resort visitors. They found that relationship was moderated by service destination image had a direct effect on quality and tourist satisfaction. Chi and Qu intention to return and willingness to (2008) tested a theoretical model that recommend to others. Meanwhile, examined whether or not destination image destination image was also found to have had a direct or indirect effect on an indirect effect on intention to return and behavioural loyalty using a sample of a willingness to recommend to others famous spring tourists. The findings through quality and satisfaction. Chen and indicated that destination image was Tsai (2007) supported Bigne et al,. (2001) indirectly related to behavioural loyalty findings by indicating that destination through attribute satisfaction and overall image had a direct effect on trip quality and satisfaction. Word-of-mouth (WOM) is behavioural intentions. In addition, defined as “informal, person-to-person destination image had an indirect effect on communication between a perceived behavioural intentions through trip quality, communicator and a receiver perceived value, and satisfaction. regarding a brand, a product, an Recently, Alcaniz et al. (2009) also found a organization, or a service” direct effect of cognitive destination image 2001, p. 63). Therefore, we propose on tourism behavioural intentions. More a fifth hypothesis as follows: specifically, functional image was only H5: perceived quality influence loyalty related to revisit intention and 3.Conceptual model
experience, attractions, and value/entertainment) were positively associated with word-of-mouth (i.e. willingness to recommend to others). Bigne et al. (2001) investigated interrelationships among destination image, perceived quality, satisfaction, intention to return, and willingness to recommend to others in the context of resort visitors. They found that destination image had a direct effect on intention to return and willingness to recommend to others. Meanwhile, destination image was also found to have an indirect effect on intention to return and willingness to recommend to others through quality and satisfaction. Chen and Tsai (2007) supported Bigne et al,. (2001) findings by indicating that destination image had a direct effect on trip quality and behavioural intentions. In addition, destination image had an indirect effect on behavioural intentions through trip quality, perceived value, and satisfaction. Recently, Alcaniz et al. (2009) also found a direct effect of cognitive destination image on tourism behavioural intentions. More specifically, functional image was only related to revisit intention and psychological image was only related to intention to recommend, and mixed image was associated with neither of the two behavioural intentions. Applying a theory of market heterogeneity in their study, Castro et al. (2007) found that there was strong an indirect relationship between a destination image and intention to visit, in which the relationship was moderated by service quality and tourist satisfaction. Chi and Qu (2008) tested a theoretical model that examined whether or not destination image had a direct or indirect effect on behavioural loyalty using a sample of a famous spring tourists. The findings indicated that destination image was indirectly related to behavioural loyalty through attribute satisfaction and overall satisfaction. Word-of-mouth (WOM) is defined as “informal, person-to-person communication between a perceived communicator and a receiver regarding a brand, a product, an organization, or a service” 2001, p. 63). Therefore, we propose a fifth hypothesis as follows: H5: perceived quality influence loyalty 3.Conceptual model
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