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The mediating role of tourist satisfaction in loyalty to a destination: the case of Nha Trang city

This study examines the mediating role of satisfaction about cognitive image, affective image, novelty seeking in the loyalty of international tourists to Nha Trang City. The models employed in this research are developed from previous studies in the fields of Marketing and Tourism. The Confirmatory Factor Analysis and Structural Equation Model are used to analyze data collected from a survey on international tourists visiting Nha Trang City, Khanh Hoa, Viet Nam. The results indicate that four dimensions of cognitive image (cultural and social; environmental; infrastructure and accessibility; and local food factors), affective image, and novelty seeking are important premises and directly correlate with the satisfaction and destination loyalty. In particular, environmental factor exerts the strongest impact on the return and recommendation intentions, of which the satisfaction serves as a bridge between the destination image (cognitive and affective), novelty seeking, and destination loyalty. The results provide theoretical and practical implications for stakeholders in Nha Trang City as well as for further research.