The dynamic nexus of tourist relationship dimensions, image, and satisfaction in enhancing destination loyalty

In dynamic and competitive environmental settings, the tourist relationship management (TRM) approach has a profound role in satisfying tourists efficiently. This study aimed to explore the dynamic nexus of TRM dimensions and examine their connection with destination image, satisfaction, and loyalty. A non-probability sampling method was employed to collect data from 540 respondents, including convenience and snowball sampling. Structural equation modelling (SEM) was used to test the proposed model and hypotheses. The findings revealed that the direct relationships among the TRM dimensions, tourists' satisfaction, destination image, and destination loyalty were significant except for the relationship between perceived service quality and destination image. Moreover, the study unveiled a substantial mediation of destination image and satisfaction in the connection between TRM dimensions and destination loyalty. This research illuminates how TRM dimensions shape the formation of destination image and satisfaction, ultimately enhancing loyalty in the context of cultural heritage tourism.