THE IMPACT OF AGROTOURISM DESTINATION IMAGE ON TOURIST’S LOYALTY IN ZAGHOUAN, TUNISIA: MODERATING ROLE OF VISIT’S EXPERIENCE

Abstract

This study tests the influence of destination image on loyalty. It also examines the moderation effect of visitors’ experiences in the link between the two main components of destination image and loyalty. For this reason, responses from 302 visitors at Zaghouan, Tunisia were collected using a pre-examined questionnaire form. The collected responses were analyzed with SmartPLS SEM and Multi-group analysis. The findings showed that destination image significantly and positively affected visitors’ intention to revisit and recommend agrotourism destination to others. The results confirmed that destination image dimensions (cognitive and affective) influence visitors’ loyalty. These influences are significantly moderated by tourist’s experiences. New visitors with new experiences have less influence on the link between image and loyalty than regular visitors. The findings have some propositions for tourism destination marketers and scholars.