Testing a holistic model of tourist destination loyalty

Abstract

The purpose of the present study is to test a holistic destination loyalty model using the case of Budva in Montenegro. The model combines the following six variables: tourist satisfaction, loyalty and preferences, destination performance, perceived value and destination image. The structural equation modelling (SEM) approach is adopted. Model tests confirm good fit of the data to the proposed model and it is recommended to further validate the model using other destination settings.