Volume 5 | Issue 02 | 2022

Title:  Impact of the Cognitive Image on Destination Loyalty: A Parallel Mediation Technique

Author(S): Nushrat Nahida Afroz* and Abu Naser Ahmed Ishtiaque

Corresponding Author Affiliation*:Mawlana Bhashani Science and Technology University Tangail, Bangladesh

Abstract: This study proposes a parallel mediation model in which the interrelationship of the cognitive image, satisfaction, and perceived value influences destination loyalty. A convenience sample of 603 observations was collected in Cox’sBazar, Bangladesh. Structural equation modelling was utilized to assess the model. In the study, perceived values and satisfaction directly impact destination loyalty. However, the cognitive image does not affect destination loyalty. Both satisfaction and perceived value mediate between cognitive image and destination loyalty. The data were collected during the peak season of tourism in Cox’sBazar. Thus, the results cannot be extrapolated to off-peak seasons. Because postulated links have received little attention, the study helps advance the conceptual underpinnings, particularly in light of Cox’sBazar. There is merit to this study in that it demonstrates the parallel mediating effect of satisfaction and perceived value between cognitive image and destination loyalty, which has received little attention in previous tourism literature, especially in the developing country context.

Keywords: Cognitive Image, Perceived Value, Satisfaction, Destination Loyalty