ANTECEDENTS OF TOURISTS’ LOYALTY: THE ROLE AND INFLUENCE OF TOURISM PRODUCTS, DESTINATION IMAGE IN HOIAN WORLD CULTURAL HERITAGE SITE

The study’s aim is to examine the antecedents of destination loyalty, and considers the role and influence of tourism products and destination image to international tourisms’ loyalty in case of HoiAn World Cultural Heritage Site. The study suggested an integrated approach to understand tourists’ loyalty model and investigate the empirical evidence about the relationship among tourism products, destination image, risk perception, tourist experience, destination satisfaction and tourists’ loyalty. This study also mentions important questions concerning how tourism products, destination image, tourist experience, risk perception, and tourists’ satisfaction affect tourists’ loyalty. Smart PLS3 is used to estimate and test the relationships in the research model. Mediation analysis and importance performance matrix analysis are also used to consider clearly the relationship between the constructs of research model. The study’s results indicate that tourism products, destination image, tourism experience, risk perception, and satisfaction are antecedents of international tourists’ loyalty in Hoi An World Cultural Heritage Site. And in them, tourism products affect significantly positively to destination imagine and satisfaction, beside destination image and satisfaction hold the role of mediator in this relationship. Implementing IPMA to identify the predecessors that have relatively high importance for loyalty but also a relatively low performance. The results pointed out that the constructs as satisfaction, tourism product, risk perception and image have a high importance for the tourist loyalty. The study added the antecedent of tourism products and risk perception to the model and could enrich the literature, pointing to be possibility of a destination loyalty model that can be applied to various contexts, especially after COVID- 19 pandemic. The study also discussed theoretical and managerial implications for marketing tourism.