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dc.contributor.authorHossain, Enayet
dc.contributor.authorQuaddus, Mohammed
dc.contributor.authorShanka, Tekle
dc.contributor.editorColin Campbell
dc.identifier.citationHossain, Md. Enayet and Quaddus, Mohammed and Shanka, Tekle. 2011. Factors effecting destination loyalty: a case of Cox's Bazar, Bangladesh, in 15th World Marketing Congress (WMC), Jul 19-23 2011, pp. 680-685. Reims, France: Academy of Marketing Science.

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.

dc.publisherAdilson Borges, Reims Management School, France
dc.titleFactors effecting destination loyalty: a case of Cox's Bazar, Bangladesh
dc.typeConference Paper
dcterms.source.titleProceedings of Academy of Marketing Science World Marketing Congress
dcterms.source.seriesProceedings of Academy of Marketing Science World Marketing Congress
dcterms.source.conferenceWorld Marketing Congress (WMC)
dcterms.source.conference-start-dateJul 19 2011
dcterms.source.conferencelocationChampagne, France
dcterms.source.placeChampagne, France

Copyright © 2011 Academy of Marketing Science


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curtin.departmentGraduate School of Business
curtin.accessStatusOpen access

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