Factors effecting destination loyalty: a case of Cox's Bazar, Bangladesh
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Copyright © 2011 Academy of Marketing Science
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This empirical study was conducted to find out the determinants factors of loyalty for the destination Cox’s Bazar, Bangladesh. We investigated the theoretical and empirical evidences for developing a comprehensive loyalty model in a tourism sector. Two formative and five reflective determinates were adopted from the literature and contextualised employing a qualitative research design. The interrelationships among adopted determinants were depicted based on literatures and field study. Forty three (43) measures were used in this study to collect data from 602 visitors. The model was tested employing Partial Least Square (PLS) based Structural Equation Modelling (SEM) approach. The result presented a strong support that “Perceived Satisfaction” is the main factor effecting “Destination Loyalty”. The study also found that perceived quality and perceived sacrifice had direct positive effect on perceived satisfaction. The outcomes of this study contribute to determining the behavioural loyalty mechanism. The theoretical and managerial implications were presented based on the study findings.
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