Examining the role of cues in developing tourism destination loyalty behaviour model: perspective of Cox’s Bazar, Bangladesh

Abstract

This study examined the role of intrinsic and extrinsic cues in the formation of destination loyalty of Cox’s Bazar, Bangladesh. Two formative (intrinsic and extrinsic cues) and five reflective constructs (quality, risk, sacrifice, satisfaction, and loyalty) were adopted from the literature. The mixed method approach was used as research design. Religious belief construct generated via field study and incorporated in the loyalty model with other reflective constructs. Fourteen (14) hypotheses were tested to represent the relationships among eight factors. The interrelationships among factors were developed based on literatures and field study. In total 47 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 between ‘perceived satisfaction’ and ‘destination loyalty’. The study also found that perceived quality and perceived sacrifice had direct positive effect on perceived satisfaction. In addition, results proved relationship between both cues and quality in the particular context. Moreover, the relationship between extrinsic cue and satisfaction, and religious belief and sacrifice were newly explored. The findings of this study contribute to determining different constructs and their interrelationships for destination loyalty behaviour model. Implications of the result and future research avenues were discussed including limitations.