Reconstructing tourist loyalty: the mediating role of satisfaction in the relationships between experience quality, perceived value and destination image

Purpose The COVID-19 pandemic has significantly impacted tourist behavior and changed how loyalty to travel destinations is built. This study aims to explore the factors influencing destination loyalty in a post-pandemic context, considering tourists' changing expectations and satisfaction. Design/methodology/approach Drawing on Expectation Disconfirmation Theory (EDT), the research develops a conceptual model to explore the relationship among perceived value, destination image, experience quality, destination satisfaction and destination loyalty. A convenience sampling strategy was employed to collect data through 264 tourist questionnaires. Partial least squares structural equation modeling was utilized in analyzing data gathered to support hypothesized associations. Findings Results indicate that experience quality, destination image and perceived value contribute significantly to destination satisfaction, which, in turn, has a strong and positive influence on destination loyalty. Results also highlight the mediating influence of satisfaction in post-pandemic travel environments on developing loyalty. Research limitations/implications This study is limited by the application of a cross-sectional design and non-probability sampling, which will probably affect the generalizability of the findings. Future research should employ longitudinal methods and large samples to confirm and generalize the proposed model. Practical implications The study provides policymakers and destination marketers with practical insights into the importance of experience quality and perceived value in achieving ultimate tourist satisfaction and loyalty. As a post-pandemic context, these attributes must be a priority to maintain and regain competitive tourism destinations. Originality/value This research contributes to the body of tourism literature through the application of EDT in a post-pandemic setting, giving a new perspective on how tourist loyalty is reclaimed through satisfaction driven by shifting perceptions and experiences.