Examining event image as a predictor of loyalty intentions in yoga tourism event: A mediation model

This study investigated the direct and indirect influences of event image on loyalty behavior via perceived value and satisfaction using multiple mediation models in yoga tourism event. The survey data were collected using structured questionnaires from 605 tourists visiting a yoga tourism event in India. The analyses were conducted using exploratory factor analysis, confirmatory factor analysis and structural equation modeling with 5,000 bootstraps. The results indicated that event image has both direct and indirect influences on loyalty intentions via perceived value and satisfaction. In addition, event image was found as the strongest predictor of loyalty behavior in yoga tourism event.