Impact of Destination Experience & Destination Image on Tourist Loyalty: Tourist Satisfaction acting as a Mediator

Abstract

Tourism industry now plays a very important role in generating higher revenues and adding to the national economy (Mudrikah, 2014). As the competition is fierce and high in terms of global tourism industry so by various marketers, the idea of the destination branding has emerged. Few years back, only a product was seen or considered as brand. It was portrayed or marketed as a brand. Now, with change in time, modernization, the element of awareness among the people, access to internet, has changed a lot of things. So, marketers thought of portraying the destination as a brand also, and the concept of destination branding emerged. The reason was to use such distinctive strategy (i.e. destination branding) that could help tourism market to differentiate one destination from another destination worldwide (Parkerson, 2005).The differentiation or distinction can be done through the distinct elements of that place like in case of Turkey tourism, it is there rich culture and heritage, and they are known for, also their food, the picturesque view and natural beauty that this piece of land has. The qualities of destination shape image and provide certain experience (Kirillova, 2014).