Antecedent of Destination Loyalty Through Tourists’ Fascination

Abstract

This study aims at analysing the relationship between destination fascination and destination loyalty through subjective well-being and destination attachment. There are 246 respondents from tourists who already tasted healthy cuisine in Yogyakarta, the data are gathered through online surveys and analysed using SPSS and AMOS software. The results of the study reveal that destination fascination has a positive and significant effect on destination loyalty, subjective well-being, and destination attachment. On the other hand, the result indicates that both subjective well-being and destination attachment have a negative and insignificant effect on destination loyalty. In addition, both subjective well-being and destination attachment cannot be a mediator in the relationship between destination fascination and destination loyalty, in terms of tourism. This study contributes to enriching the marketing literature regarding tourist loyalty through tourist fascination. The results of this study can help managers to make more effective strategies and policies in tourism sector and more specifically in healthy culinary sector.