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Abstract
Empirical studies have analyzed the relationship between destination image and other evaluative constructs such as perceived value and service quality. However, the role and influence of destination image on future behavioral intentions have been of lesser interest. Consequently, this article examines the relationship between destination image, satisfaction, and future behavioral intentions of visitors to the island of Mauritius. A theoretical model is tested on a sample of 705 international visitors using structural equations modeling. The results show that destination image has a direct and an indirect influence over future behavior. Satisfaction and overall image play a mediating role between destination image and future behavior. As a result, important theoretical and practical implications for destination image research and marketing are offered.
Notes
The author would like to thank Professor Chris Ryan for his comments on an earlier version of this article and the University of Waikato for the necessary resources that enabled completion of this project. Gratitude is also expressed to the three anonymous reviewers for their comments and suggestions for improving the article.