ABSTRACT
The purpose of this study was to develop an integrated model to examine the theoretical and empirical evidence on the causal relationships among destination image, tourist trait, and overall satisfaction to Iranian domestic tourists’ destination loyalty. Data were collected from tourists of Uremia city and analyzed utilizing a structural equation modeling approach. The results supported the proposed destination loyalty model: (1) destination image directly influenced trait of satisfaction; the findings reveal that the impact of destination image on tourist loyalty is significant. Similarly, the image has an effect on tourist loyalty, which is followed by affective image and cognitive image; (2) destination image and trait of satisfaction were both direct antecedents of overall satisfaction; and (3) overall satisfaction and trait of satisfaction in turn had direct and positive impact on destination loyalty and destination familiarity, destination image, perceived value, and tourist satisfaction all influenced Iranian domestic tourists’ destination loyalty. The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made.
