관광객의 만족도와 여행지 충성도와의 관계

Relationship of Tourist Satisfaction on Destination Loyalty: A Meta-Analysis

Based on the results of 19 published and 3 working papers, this study used meta-analysis to examine the relationship between tourists’ satisfaction and destination loyalty. Generalizable relationships were found that tourists’ satisfaction has a positive impact on the level of loyalty on destination. Surprisingly, the moderator analyses show that relationship between tourists’ satisfaction and destination loyalty does not vary depending on different types of satisfaction measure. One implication of this study is that marketing managers should consider that the tourists’ satisfaction plays a direct role of developing destination loyalty.