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India’s destination image and loyalty perception in Thailand

Theera Erawan (Mahasarakham Business School, Mahasarakham University, Mahasarakham, Thailand)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 13 February 2020

Issue publication date: 13 September 2020



The purpose of this paper is to examine the direct and indirect effects of destination image on destination loyalty. Indirect effects are measured via tourists’ satisfaction.


A reliable conceptual framework was developed through a mixed methods research methodology. A three-pronged approach was used to cross-validate the results from a literature review, expert interviews, and exploratory study. Structural equation modeling was used in conceptual model development and hypotheses testing.


Exploratory dimensions of destination image, satisfaction and destination loyalty of Indian cities were revealed from Thai tourists’ perception. The positive indirect effects of destination image on destination loyalty via satisfaction is supported.

Research limitations/implications

This study is limited to tourists of Thai nationality who visited India’s travel destinations. Future research should include further generalization of the research methodology to specific travel destination.

Practical implications

This study provides useful information for India’s tourism industry, specifically for the marketing of historical cities as travel destinations.


By proposing a reliable conceptual model based on a mixed methods research methodology, this study is among the first to explore destination image, satisfaction and destination loyalty in India’s tourism context. The mediating role of satisfaction on destination image and destination loyalty was also recognized as an extension of, and contribution, to the theoretical foundation for the destination image concept.



Erawan, T. (2020), "India’s destination image and loyalty perception in Thailand", International Journal of Tourism Cities, Vol. 6 No. 3, pp. 565-582.



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