Destination image and loyalty: examining satisfaction, place attachment, and perceived safety

ABSTRACTThis study examines the complex connections between destination image, overall satisfaction, place attachment, perceived safety, and destination loyalty among Vietnamese domestic visitors. The study collected data from 626 participants. The results indicate that destination image positively influences overall satisfaction, place attachment, and destination loyalty and that overall satisfaction and place attachment mediate the relationship between destination image and destination loyalty. In addition, the study highlights the crucial moderating effect of perceived safety on domestic travelers’ destination loyalty. These findings have important implications for tourism marketing strategies that seek to increase the attachment of domestic tourists to the destination, their overall satisfaction, and their loyalty.KEYWORDS: Destination imageoverall satisfactionplace attachmentperceive safetydestination loyalty Disclosure statementNo potential conflict of interest was reported by the author(s).