The Relationships between Destination Image, Destination Satisfaction and Destination Loyalty in Thermal Health Tourism

Abstract

The aim of this study is to investigate the mediating effect of satisfaction levels on the effect of thermal health tourists' perceptions of destination image on their intention to revisit the destination and their loyalty. The universe of the research consisted of tourists who received service from the thermal facilities operating in the Izmir-Balçova region between February- March-April 2023. The sample group consisted of 540 thermal tourists. Within the scope of the research, IBM SPSS 23 and AMOS statistical analysis programs were used together for the analysis of the data set. According to the results of the research; The relationship between thermal tourism destination satisfaction and thermal tourism destination loyalty is highly significant (P<,001) and the relationship is positive. Likewise, the relationship between thermal tourism destination image and thermal tourism destination loyalty is highly significant (P<.001) and the relationship is positive. In addition, the relationship between thermal tourism destination image and thermal tourism destination satisfaction is highly significant (P<,001) and the relationship is positive. In conclusion; While thermal tourism destination satisfaction will increase, thermal tourism destination loyalty will also increase; While thermal tourism destination image will increase, thermal tourism destination loyalty will increase, and as thermal tourism destination image will increase, thermal tourism destination satisfaction will also increase.