A structural model of destination loyalty among tourists visiting andaman and nicobar islands

The Andaman and Nicobar Islands are emerging into major tourism hub in India. These islands are considered as eco friendly tourist destination with magnificent mangroves and evergreen forests. Adventure activities like snorkelling, scuba diving, sea walking are extremely becoming popular among tourists. The inflow of tourist has been growing but not at the desired rate. For the growth of tourism industry, the destination needs to be marketed effectively. Destination loyalty is a key element in marketing strategies as it is the best interpreter of post visit behaviour. This study builds up a model to assess the relationships between destination image, perception of tourists on ecotourism and adventure tourism, attribute satisfaction, overall satisfaction and destination loyalty of the tourists. Confirmatory factor analysis was used to confirm the validity and reliability of the constructs and structural equation modeling was administered to test the goodness of the proposed hypothesised model. The measures of goodness of fit from the structural equation modeling indicated that the model is acceptable. The findings indicated that destination image, perception of tourists on ecotourism, adventure tourism and attribute satisfaction influences overall satisfaction and overall satisfaction influences destination loyalty.