THE INFLUENCE OF DESTINATION IMAGE AND SERVICE INNOVATION ON TOURIST LOYALTY: THE MEDIATING EFFECT OF PERCEIVED VALUE

Xijun Jiang, Chaithanaskorn Phawitpiriyakliti, Sid Terason

ABSTRACT:

Tourism is one of the most important service industries in the world today. It is not only the pillar industry of the national economy, but also has important economic, social, cultural and Environmental Values. Due to the increasingly fierce competition among tourist destinations, the demand for tourists is becoming more diverse. Loyal tourists help stabilize market share, reduce marketing costs and improve Customer lifetime value. This study applies relevant theories and adopts a combination of quantitative and qualitative research methods to explore the impact mechanism of destination image, service innovation, and perceived value on tourist loyalty. The research results indicate that the image of tourist destinations, service innovation, and perceived value have a positive impact on tourist loyalty, while the image of tourist destinations and service innovation mediate tourist loyalty through perceived value. The results of this study contribute to providing reference and inspiration for tourism destinations and tourism enterprises, and provide new ideas and methods for theoretical research and practical applications in the tourism discipline.

KEYWORDS: Tourism destination image, Service innovation, Perceived value,Tourist loyalty

DOI: 10.62788/Cc276MD

PUBLISHED IN: ICCMETS Conference Proceedings 2023

DATE OF CONFERENCE: July 25 - 27, 2023

CONFERENCE LOCATION: Osaka, Japan

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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