Impact of Destination Image on Tourism Satisfaction and Destination Loyalty: Perspective from Brazil
Abstract
Satisfaction with a tourism product is fundamental for tourism given the strong relationship between satisfaction and future customer behavior a satisfied consumer will repeat the visit and/or disseminate a positive word of mouth to others. Some go so far to argue that satisfaction with visit is the Alpha and Omega of success of destinations and tourism enterprises especially in the view of constantly increasing competition. Tourism attractions are an important element of a destination and, therefore, important in destination satisfaction formation. It is often the case that the core of destination attraction system consists of protected environments with their inherent natural (zoological, botanical, ecological, geological, geomorphologic, biodiversity) or cultural values (historical, heritage. Consequently, it also means that management of such environments must meet two contradictory goals: restrict human impact on these environments and, at the same time, make them accessible for visitors. This is a challenge for, both, tourism and nature/heritage conservation management. Destination image could affect destination selection process and a more favourable destination image could influence satisfaction. Destination image directly affects attribute satisfaction. Both the destination and the attribute satisfaction work as the direct the antecedents of the overall satisfaction. The theme of the study is to investigate the effect of the uniqueness of Macao’s image on satisfaction and loyalty. Whether the distinctness of Macao can capture tourist impression and have a positive effect on satisfaction is under investigation. Customer satisfaction has gained much attention in the marketing aspect. Satisfaction is defined as customers’ judgments about products or service fulfilment. Brazil boasts more than 70 national parks and dozens of monuments, including one of the Seven New Wonders of the World Christ the Redeemer, in Rio de Janeiro. Together, these attractions create one of the most appealing and exciting destinations in South America. People come from every corner of the world to discover the superlative coastline, sprawling metropolises and thick jungles, which are home to monkeys, jaguars and river dolphins. The vast Brazilian landscape holds many prized spots, yet the places below are some of the very best destinations in the country. A city known for its stark contrasts, Rio de Janeiro perfectly blends golden shores, lush forests and bustling urban life to create a home for its 6m residents and an exotic holiday destination for millions of annual tourists. With jagged coastlines, unspoiled scenery and shallow seas brimming with tropical fish, sharks, turtles and dolphins, this protected area grants several opportunities for relaxing on golden beaches and getting close to wildlife. The ecological sanctuary limits the number of visitors per year, which is why it still boasts some of the most breathtaking natural landscapes in Brazil.
Keywords: Destination, Image, Tourism, Satisfaction, Destination, Loyalty.
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