The Effect of Experiential Marketing, Destination Image, Tourists’ Satisfaction on Destination Loyalty: Evidence from Tourists’ Cultural Destinations in Sri Lanka

Abstract

This study aims at examining the influence of experiential marketing (EM) on destination loyalty (DL) through the mediating effect of tourists’ satisfaction and destination image in the tourists’ cultural destinations in Sri Lanka. Review of literature headed the study to develop the conceptual model with six hypotheses. The study facilitated the survey strategy with a structured questionnaire, which was directed to a representative sample of 600 international tourists who have visited cultural areas in Sri Lanka. Both the measurement model and the structural equation model were assessed through the AMOS software, where all the constructs were valid, reliable and fit with the model. The findings revealed that the experiential marketing has a significant positive effect on destination loyalty only with the mediating effect of destination image and satisfaction. Therefore, the researchers suggest strategies for destination marketing authorities in Sri Lanka, which may help to upgrade destination image, tourists’ satisfaction, and experiential marketing practices to attract and keep more tourists with cultural destinations in Sri Lanka.