A Structural Study on Eco-Tourism Destination Image, Tourist Satisfaction and Destination Loyalty: Case of GEOPARK Mount Yuntai

This study will present an integrated approach for understanding destination loyalty and examine the theoretical and empirical evidence on the relationships among tourism destination image including cognitive and affective images, tourist satisfaction, and destination loyalty under the background of an eco-tourism destination. 569 samples were analyzed in total. Validity and reliability tests were completed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The structural equation model (SEM) analysis and T-test/Anova were used to test the hypotheses. The AMOS program was adopted to reveal that eco-tourism destination image (cognitive and affective images) has positive effects on tourist satisfaction, and tourist satisfaction also has a positive effect on destination loyalty. At the same time, eco-tourism destination image (cognitive and affective images) has positive effects on destination loyalty, as well. In the end, the insufficiency of this study is put forward and recommendations on the future study are also given.