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Impact of Destination Image on Satisfaction and Loyalty

Tourist destinations are currently subjects of strong competition and their visitors are influenced by various factors, including the image of a destination. This paper deals with the topic of destination image and its influence on the tourist overall satisfaction and loyalty towards a destination. The study is aiming at domestic tourists in the Czech Republic. The data were obtained through a questionnaire survey with quota sampling. Sixteen destination image factors were researched. Nine of the factors have an influence on overall satisfaction (the most influential one being the attractiveness of a destination, the uniqueness of a destination and the friendly acceptance by the locals). Eight factors were statistically proved to have an influence on loyalty by means of oral or online recommendation, with the most influential factor being the sense of security. Finally, four factors have an influence on loyalty by means of the intention to revisit a destination (the uniqueness of a destination, food, the suitability of a destination for summer and all-year-round holiday). The research results enable deeper understanding of the loyalty towards a destination which is very important for destination managers and services providers in destination.