Destination Image, Tourists' Satisfaction, and Loyalty towards Amusement Parks in Bangladesh

What is it about?

The main purpose of this study is to assess the relationship between destination image and tourists’ loyalty towards the amusement parks of Bangladesh. This is a descriptive study in which the author used judgmental sampling technique to gather quantitative data from 300 visitors of four amusement parks in Bangladesh namely Fanstasy Kingdom, Nandan Park, Vinnya Jagat, and Dreamland amusement park. The researcher used structural equation modeling to analyze the data. The findings suggest that destination image positively and significantly influences tourists’ satisfaction. Furthermore, tourists’ satisfaction, subsequently, results in visitors’ loyalty towards amusement parks. However, the relationship between amusement park image and tourists’ loyalty is mediated by tourists’ satisfaction. Furthermore, it was found that past visit experience at the amusement parks does not moderate the relationship between destination image and tourists’ satisfaction. The researcher believes that the findings and recommendations presented in this study will significantly encourage the amusement park marketers of Bangladesh to enhance their destination image to improve the satisfaction and loyalty levels of the visitors.

Featured Image

Photo by Danika Perkinson on Unsplash

Photo by Danika Perkinson on Unsplash

Why is it important?

This research will motivate the amusement park marketers of Bangladesh to help build tourists' satisfaction and loyalty

Perspectives