The Role of Lifestyle in Creating Tourists’ Destination Image and Destination Loyalty

Authors

  • Abduljalil Sarli Faculty of Management, University Teknologi Malaysia, 81310 UTM Johor Baharu, Johor, Malaysia
  • Rohaizat Baharun Faculty of Management, University Teknologi Malaysia, 81310 UTM Johor Baharu, Johor, Malaysia
  • Yuhanis Abdul Aziz Management and Marketing Faculty of Economics and Management, Universiti Putra Malaysia, 43400, UPM Serdang, Selangor DE, Malaysia
  • Zainab Khalifah Faculty of Management, University Teknologi Malaysia, 81310 UTM Johor Baharu, Johor, Malaysia
  • Norhani Bakri Faculty of Management, University Teknologi Malaysia, 81310 UTM Johor Baharu, Johor, Malaysia

DOI:

https://doi.org/10.11113/sh.v2n3.435

Keywords:

Destination image, destination loyalty, lifestyle, mediating effect, SEM

Abstract

Recently, the issue of causal relationship between destination image and destination loyalty is a crucial subject across the scholars in the topics of tourism area, particularly to clarify positive image and positioning of destinations. The objectives of this study are to scrutinize causal relationships between destination image and destination loyalty as well as the lifestyle of tourists as a novel contribution in psychographics, especially by illustrating the mediation role of lifestyle. Also, the administrated questionnaires have been distributed in the survey. For sampling frame, probability approach is employed by regarding random sampling from 232 out of 258 tourists participated on-site of Kuala Lumpur. The employed approaches for testing causal relationships are Structural Equation Modeling (SEM) features. Both construct reliability and validity are established for the proposed model (i.e. Destination Image-Lifestyle-Destination Loyalty). The findings disclose that destination image significantly associates to lifestyle and destination loyalty. While lifestyle is partially mediated the relationship between destination image and destination loyalty. Finally, the researchers realized that if the destination management could fulfill tourists’ desires which are adapted on their lifestyles, it leads to create a positive image and positioning as intentions to visit or recommend the destination.   

References

Abd Aziz, N. and Ariffin, A. A. (2009). Identifying the Relationship between Travel Motivation and Lifestyle among Malaysian PleasureTourists and Its Marketing Implications. International Journal of Marketing Studies, 1(2), 96.

Alcaniz, E. B., Garcıa, I. S., and Blas, S. S. (2009). The functional- Psychological Continuum in the Cognitive Image of a Destination: A Confirmatory Analysis. Tourism Management, 30, 715–723.

Anderson, J. C. and Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step ApproachPsychological Bulletin, 103(3), 411–423.

Bagozzi, R. P. (1983). Issues in the Application of Covariance Structure Analysis: A Further Comment. Journal of Consumer Research, 9, 449–450.

Baharun, R., Abdul Hamid, A., Shamsudin, A., Md Salleh, N., Zaidin, N. and Sulaiman, Z. (2011). Market Segmentation in Malaysia by Using Psychographic Dimensions for Unit Trust Products. African Jouranl of Business Management, 5(13), 5040–5047.

Baker, D. A. and Crompton, J. L. (2000). Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27(3), 785–804.

Baloglu, S. and McCleary, K. W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, 35, 868–897.

Barroso, C., Martin, E. and Martin, D. (2007). The Influence of Market Heterogeneity on the Relationship between a Destination’s Image And Tourists’ Future Behavior. Tourism Management, 28(1), 175–187.

Beerli, A. and Martin, J. (2004). Tourists Characteristics and the Perceived Image Of Tourist Destinations: A Quantitative Analysis–A Case Study of Lanzarote, Spain. Tourism Management, 25(5), 623–636.

Berne, C. , Mugica, J. M. and Yague , M. J. (2001). The Effect of Variety-Seeking On Customer Retention in Services. Journal of Retailing and Consumer Services, 8, 335–345.

Bigne, J. E., Sanchez, I., and Andreu, L. (2009). The Role of Variety Seeking in Short and Long Run Revisit Intentions in HolidayDestinations. International Journal of Culture. Tourism and Hospitality Research, 3(2), 103–115.

Bigne, J. E., Sanchez, M. I. , and Sanchez, J. (2001). Tourism Image, Evaluation Variables and After Purchase Behaviour: Inter-Relationship. Tourism Management, 22, 607–616.

Brunso, K., Scholderer, J. , and Grunert, K.G. (2004). Closing The Gap Between Values and Behavior – A Means-End Theory of Lifestyle.Journal of Business Research, 57(6), 665–70.

Byon, K. ,and Zhang, J. (2010). Development of a Scale Measuring Destination Image.Marketing Intelligence& Planning, 28(4), 508–532.

Chen, J. S. (2001). A Case of Korean Outbound Travelers’ Destination Images by Using Correspondence Analysis. Tourism Management, 22, 345–350.

Chi, C. G. and Qu, H. (2008). Examining The Structural Relationships of Destination Image, Tourist Satisfaction and Destination Loyalty:An Integrated Approach. Tourism Management, 29, 624–636.

Cooper, C., Fletcher, J., Gilbert, D. and Wanhill, S. (1998). Tourism: Principles and Practice. 2nd edition, Singapore (Pre) Ltd: Addison Wesley Longman.

Correia, A., Oliveira, N , and Silva, F. (2009). Bridging Perceived Destination Image And Market Segmentation-An Application To Golf Tourism. European Journal Of Tourism Research, 2(1), 41–69.

Craft, S. H. (1999). Marketers Gain by Measuring True Loyalty. Marketing News, 33, 18.

Echtner, C. and Ritchie, B. (1993). The Measurement of Destination Image . Journal of Travel Research, Spring 1993, 3–13.

Fakeye, P. C. and Crompton, J. L. (1991). Images Differences Between Prospective, First-Time and Repeat Visitors to the Lower Rio Grande Valley. Journal Of Travel Research, 30(2), 10–16.

Fornell, C. (1983). Issues in the Application of Covariance Structure Analysis: A Comment. Journal of Consumer Research, 9, 443–448.

Fornell, C. and Wernerfelt, B. (1987). Defensive Marketing Strategy by Customer Complaint Management. Journal of Marketing Research, 24, 337–346.

Gonzalez, A. M. and Bello, L. (2002).The Construct " Lifestyle" in Market Segmentation the Behavior of Tourist Consumers. European Journal of Marketing, 36(1/2), 51–85.

Grosspietsch, M. (2006). Perceived and Projected Images of Rwanda: Visitor and International Tour Operator Perspectives. Tourism Management, 27, 225–234.

Hair, J. F., Black, W. C. , Babin, B.J., Anderson, R. E., and Tatham, R. L. (2010). Multivariate Data Analysis. New Jersey: Pearson-Prentice Hall.

Hawkins, D. I., Best, R. J., and Coney, K. A. (1989). Cosumer Behavior: Implications For Marketing Strategy. 4th ed. Boston, MA: Richard D.: Irwin.

Hawkins, D. I., Best, R. J. and Coney, K. A. (2001). Consumer Behavior: Building Marketing Strategy. 8th ed. New York, NY: McGraw-Hill.

Hughes, K. (1991). Tourist Satisfaction: A Guided Cultural Tour in North Queensland. Australian Psychologist, 26(3), 166–171.

Hunt, JD. (1975). Image as a Factor in Tourism Development. Journal Travel Research, 13(3), 1–7.

Jacoby, R. (1994). Why Some Customers are More Equal than Others. Fortune, 130, 9–13.

Jones, T. O. and Sasser W. E., Jr. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73, (November/December), 88–99.

Kamil, A. A. (2010). Travelers’ Perceptions of Malaysia as Their Next Holiday Destination. Ozean Journal of Social Sciences, 3(2), 171–183.

Kozak, M. (2001). Repeaters’ Behavior at Two Distinct Destinations. Annals of Tourism Research, 28(3), 784–807.

Lee , S., Jeon, S. and Kim, D. (2011). The Impact of Tour Quality and Tourist Satisfaction on Tourist Loyalty: the Case of Chinese Tourists in Korea. Tourism Management, 32, 1115–1124.

Mohamad, M., Ali, A., and Ghani, N. (2011). A Structural Model of Destination Image, Tourist’s Satisfaction, and Destination Loyalty. International Journal Of Business and Management Studies, 3(2), 167–177.

Noe, F.P. (1987). Measurement Specification and Leisure Satisfaction. Leisure Science, 9(3), 155–166.

Nunnally, I. (1978). Psychometric Theory. McGraw-Hill.

Obenour, W., Lengfelder, J. And Groves, D. (2005).The Development of a Destination Trough the Image Assessment of Six Geographic Markets. Journal of Vacation Marketing, 11(2), 107–119.

Oppermann, M. (2000). Tourism Destination Loyalty.Journal of Travel Research, 39, 7884.

Pettrick,J. F., Morais, D. D., and Norman, W. C. (2001). An Examination of the Determinants of Entertainment Vacationers’ Intentions to Revisit. Journal Of Travel Research, 40, 41–48.

Phelps, A. (1986). Holiday Destination Image- the Problem of Assessment: An Example Developed in Menorca. Tourism Management, September, 168–180.

Reichheld, F. F. (1996). The Loyalty Effect. Boston, MA: Harvard Business School Press.

Reichheld, F. F., and Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(September/October), 105–111.

Schul, P. and Crompton, J. (1983). Search Behavior of International Vacationers: Travel-Specific Lifestyle and Sociodemographic Variables. Journal of Travel Research, 22(3): 25–31.

Shoemaker, S. and Lewis, R.C. (1999). Customer Loyalty: The Future of Hospitality Marketing. International Journal of Hospitality Management, 18, 345–370.

Sonmez, S. And Graefe, A. (1998). Influence on Terrorism Risk on Foreign Tourism Decision. Annals of Tourism Research, 25, 112–144.

Taylor, T. B. (1998). Better Loyalty Measurement Leads to Business Solutions. Marketing News, 32(22), 41–42.

Van Raaij, W. F. and Fracken, D. A. (1984). Vacation Decision, Activities, and Satisfaction. Annals of Tourism Research, 11(1), 101–112.

Wang, C.-Y. and Hsu, M. K. (2010). The Relationships of Destination Image, Satisfaction and Behavioral Intentions: An Integrated Model. Journal of Travel and Tourism Marketing, 27, 829–843.

Yeoh, P. L. (2005). A Conceptual Framework of Antecedents of Information Search In Exporting Importance of Ability and Motivation. International Marketing Review, 22(2), 165–198.

Yoon, Y. and Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: a Structural Model. Tourism Management , 26(1), 45–56.

Downloads

Published

2014-09-19

How to Cite

Sarli, A., Baharun, R., Abdul Aziz, Y., Khalifah, Z., & Bakri, N. (2014). The Role of Lifestyle in Creating Tourists’ Destination Image and Destination Loyalty. Sains Humanika, 2(3). https://doi.org/10.11113/sh.v2n3.435

Issue

Vol. 2 No. 3: Special Issue on Entrepreneurship and Business Management

Section

Articles

License

Copyright of articles that appear in Sains Humanika belongs exclusively to Penerbit Universiti Teknologi Malaysia (Penerbit UTM Press). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.