THE EFFECT OF DESTINATION BRAND IMAGE ON TOURIST SATISFACTION: A MODERATED MEDIATION MODEL OF DESTINATION BRAND LOYALTY AND PERCEIVED BRAND QUALITY

Abstract

The study explores the moderated mediation between destination brand image (DBI) and tourist satisfaction (TS) in Lumbini, world heritage site of Nepal. The moderating effect of destination perceived quality (DPQ) on DBI and TS via destination brand loyalty (DBL). The research uses quantitative approach and deductive strategy to test the hypotheses set. Primary data has been used using a well-structured questionnaire, which ranges from 1-strongly disagree to 5-strongy agree. A convenience sampling technique was deployed to collect data from 403 respondents. The findings depict that DBL mediates the relationship between DBI and TS. The results also reveal that DBI has its significant effect on TS, and DBL Additionally, DPQ moderates the relationship between DBI and TS through DBL This research contributes for the policy making in terms of Nepalese tourism in Lumbini. It also fosters rich and thick academic knowledge to the academia, particularly, investigating the moderated mediation of destination brand image on tourist satisfaction through destination brand loyalty and destination perceived quality.