A Research of the Effects of Destination Image and Satisfaction on Destination Loyalty: Case Study of Mount Taishan

This paper explored the effects of destination image and satisfaction on destination loyalty. A conceptual framework of the relationships among destination image, satisfaction and destination loyalty was put forward. The empirical data was collected in a famous tourism destination Mount Taishan of China. A total of 344 questionnaires were returned and the data were analyzed using correlation analysis and regression analysis. The, results supported the proposed destination loyalty,model: (1) tourists' perceptual/cognitive image, affective image and overall image directly influenced overall satisfaction; (2) destination image and satisfaction were both had direct and positive impact on destination loyalty. The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made.