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The Impact of Perceived Destination Service Quality on Destination Brand Loyalty: The Mediating Role of

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Previous research on relationship quality has tended to ignore the role of tourism destination identification even though it represents deep, committed and meaningful relationships (Bhattacharya & Sen, 2003) and a close bond (Keh & Xie, 2009) between a destination and his. tourists. Sixth, this study does not consider moderating effects that may influence relationship quality and/or destination brand loyalty. A key driver of long-term customer behaviors (eg, loyalty and retention) is believed to be relationship quality.

Relationship quality is a construct that includes trust, commitment, willingness to invest in a relationship, and expectation of continuity (Huntley, 2006, p. 706). In this study, the important relationship quality variables (satisfaction and identification with a destination) are examined as mediating variables. This study attempts to examine relationship quality in the context of the Chinese travel industry.

This study aims to provide and test a model that examines two relationship quality constructs (overall tourist satisfaction, tourist-destination identification) as mediating variables between Chinese outbound tourists' perceptions of destination service quality (DSQ) and destination brand loyalty (DBL).

Literature review

As such, previous studies have revealed different conceptualizations of the construct. 2005) represented relationship quality as the amount of information exchange, communication quality, long-term orientation, and relationship satisfaction. One of the key elements of successful destination marketing is tourist satisfaction, which influences destination choice and the decision to return (Yoon & Uysal, 2005). Rather than looking at the outcome of a specific encounter while visiting a destination, satisfaction is viewed here as a holistic evaluation of the overall consumption experience (Loureiro, Miranda, & Breazeale, 2014).

In the context of the current study, tourist satisfaction is the overall level of satisfaction resulting from the comparison of expectations with actual experiences at a travel destination. Two of the most important relationship marketing concepts are customer satisfaction and identification (Haumann, Quaiser, Wieseke, & Rese, 2014). In the context of tourism, tourists will identify with the place they live in by considering themselves a member of the place, sense of belonging to the place, and/or liking the place's influence on her/his sense of value.

Cai (2002) stated that 'destination branding is a strategic combination of a consistent mix of brand elements to identify and differentiate a destination through positive image building and unlike typical goods and services, the name of a destination brand is relatively fixed. by the actual geographical name of the place'. The challenges of branding a tourism destination are mainly due to the 'complexity of the decision-making process' of tourists because the tourist destination product is often perceived as intangible and risky (Cai, 2002 p.721). However, the concept of brand equity has been defined by various researchers for different purposes resulting in a number of definitions (Keller, 1998).

On the other hand, Keller (1998), who approached the concept of brand equity from the consumer's perspective, defined. The concept of customer-based brand equity (CBBE) for a destination is used to measure the effectiveness of destination brand campaigns by destination marketing organizers (Pike, 2007). The concept and degree of loyalty is one of the critical indicators used to measure the success of a marketing strategy (Flavian, Martinez, & Polo, 2001).

Research Hypotheses & Research Model

Although the impact of destination service quality on satisfaction has been extensively examined in previous literature, the potential effect of service quality on tourism destination identification has not been fully explored empirically. Since identity attractiveness can further enhance brand identification (Bhattacharya and Sen, 2003; Dutton et al., 1994), service quality can enhance brand identification. Identifying with a destination that has the most favorable image of service quality can enable consumers to fulfill their needs for self-consistency and improvement.

Findings from Ahearne et al. 2005) point out that "from the point of view of social identity, once a customer identifies with a company, purchasing that company's products becomes an act of self-expression". Individuals are likely to behave in accordance with a salient identity because identities require self-expression (Arnett et al., 2003). Many researchers in various studies have studied the relationship between service quality and customer loyalty.

Similar result was also found in Chen and Lee's (2008) study, when they found that service quality has a strong and significant relationship with customer loyalty in their industry of international logistics providers. In the tourism industry, customer perceptions of service quality are important for successful destination marketing because of their influence on destination selection (Ahmed, 1991), consumption of goods and services at destinations, and the decision to turned into a destination (Stevens, 1992). . Customer satisfaction has previously been found to mediate the effect of service quality on a variety of customer loyalty constructs and behavioral intentions in a variety of contexts, including supermarkets (Orel & Kara, 2014), health services (Dagger & Sweeney, 2006 ), IT.

A recent tourism study sampling Chinese tourists found that destination satisfaction fully mediated the effect of service quality on both revisit intentions and positive word-of-mouth referrals (Su et al., 2014). In a business-to-business context, Keh and Xie (2009) confirmed that identification mediates the effect of corporate reputation on purchase intention. 2009) have investigated the mediating role of brand identification on the effect of brand service quality on brand loyalty. The research model depicting the network of relationships between mediator---tourist satisfaction and tourist destination identification, its independent variable---perceived service quality and dependent variable---destination brand loyalty.

Figure  1  Research  Model
Figure 1 Research Model

Methodology

Measurement Model

According to the model evaluation criteria proposed in the preceding discussion, the overall fit of the proposed model to the data was acceptable. According to Anderson and Gerbing (1988), convergent validity is met if the standardized factor loading exceeds .400, is significant at .001, and the average variance extracted (AVE) is greater than .500. As indicated in Table 2, the standardized factor loadings of the items ranged from 0.708 to 0.797 and all were statistically significant (p < 0.001).

The findings indicate that a large portion of the variance was explained by the items, and convergent validity was satisfied. According to Chin (1998), discriminant validity is satisfied if the AVE is greater than .500, and the correction coefficient among latent constructs is lower than the square root of AVE. The square root of AVE of the latent constructs ranged from .893 to .841, while the correlation coefficients among latent constructs fell between .48 and .70 (see Table 3).

The destination was a great destination to visit .90 All things considered (time, effort, . money) I am satisfied with my visit to the destination. Note: Values ​​below diagonal are correlations and values ​​on diagonal are square roots of AVE.

Table 3 Correlation matrix and average variance extracted Identific
Table 3 Correlation matrix and average variance extracted Identific

Research results

To test for mediating effects, Baron and Kenny (1986) propose to regress the (1) mediators on the independent variables, (2) dependent variables on the independent variables, and (3) dependent variables on both the independent variables and the mediators . Based on the method of Baron and Kenny (1986), Hopwood (2007) pointed out that a method with a structural equation model has advantages over multiple regressions when testing mediating effects. It is not necessary for mediator models to specify observed (measured) variables, and in many cases there are advantages to specifying latent variables.

An advantage of using latent variables, as opposed to observed variables, is that the former tends to estimate the desired effect more reliably because any variable associated with measurement error in a given observed variable is unlikely to is shared with other observed variables and, thus, will not contribute to the outcome in a common latent variable (Hopwood, 2007). Thus, following Baron and Kenny's (1986) method and Hopwood's (2007) procedures, I test the mediating roles of customer satisfaction and tourism destination identification. To test the mediating effect of customer satisfaction, I first construct a structural equation model with destination service quality and customer satisfaction on destination brand loyalty.

Destination service quality has a significant effect on tourist satisfaction, but tourist satisfaction does not have a significant effect on destination brand loyalty. The results indicate that tourist satisfaction has no mediating effect of destination service quality on destination brand loyalty (see Table 5 and Table 6). According to the mediating role assessment criterion suggested by Baron and Kenny (1986), the results indicate that tourist destination identification fully mediates the effect of destination service quality on DBL (see Table 7 and Table 8).

Table 4 Structural model evaluation indices and hypotheses test outcomes.
Table 4 Structural model evaluation indices and hypotheses test outcomes.

Discussion 6.1 Discussion

2. 如果有,您上次出国旅行是什么时候? 3. 写下您上次出国旅行的国家/地区 在我来这里之前,我得到了一位经验丰富的护送服务。

目的地工作人员可以以流利且易于理解的方式进行沟通。目的地工作人员对他们提供的服务有明确的信息。工作人员能够快速、及时地满足我的要求。目的地工作人员能够及时满足我的要求。

旅游工作人员向我提供了有关娱乐活动的完整信息。工作人员表现出真诚的意愿和兴趣来帮助和协助我。旅游工作人员表现出愿意帮助我。我能够正确使用方向和标志。

1 目的地是一个值得游览的好地方 这是一个值得游览的好地方。考虑到各方面(时间、精力、金钱),我对参观这个地方感到满意。总的来说,我选择这次地球之旅是一个明智的选择。

What is the highest degree or level of school you have completed? If currently enrolled, highest degree received

What is your marital status?

수치

Figure  1  Research  Model
Table 1: Sample characteristics
Table 3 Correlation matrix and average variance extracted Identific
Table 4 Structural model evaluation indices and hypotheses test outcomes.
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