A closer look at destination: Image, personality, relationship and loyalty

Drawing on brand relationship theory and attitude theory, this study investigates the relationships among destination image, destination personality, tourist-destination relationship and tourist behavior. Using a sample of 428 foreign tourists visiting the Angkor temple area of Cambodia and the structural equation modeling technique, the results reveal that destination image and destination personality have positive effects on the tourist-destination relationship, which in turn affect tourist behavior. The study lends support to brand relationship theory, indicating that tourists form emotional relationships with destinations, and further supports Bagozzi's (1992) reformulation of attitude theory with regard to the cognitive, affective and behavior sequence.