The Relationship Between Destination Reputation and Tourist Loyalty
研究了目的地声誉如何通过目的地认同影响游客的再次游览意愿和口碑推荐，对旅游目的地管理者和营销人员有参考价值。
Based on the corporate management and marketing literature,this paper builds the relation model between destination reputation and tourist loyalty,which takes destination identification as mediating and moderating variable. In order to test the relation model,this research investigates Xiamen tourists to obtain basic data and empirical analysis.Using measurement model tests the reliability and validity of constructs in the model,and using structural model,regression analysis test the mediating and moderating of destination identification between destination reputation and tourist loyalty. The findings suggest that there are enough reliability and validity of constructs. Destination reputation has a significant effect on destination identification,and significantly affects revisit intention and word-of-mouth,two dimensions of tourist loyalty. Destination identification has a significant mediating role between destination reputation and word-of-mouth,but has not between destination reputation and revisit intention. At the same time,destination identification has a significant moderating role between destination reputation and word-of-mouth,but not between destination reputation and revisit intention. Discussion and future research directions are pointed out in the end of paper.