Casual relationship between destination image, quality, satisfaction and loyalty: a study on the brazilian tourists perception of Natal/RN touristic destination

Abstract

This study aims to analyze the causal relationship between quality, satisfaction, fidelity and destination image. Therefore, if conducted an exploratory, descriptive research with quantitative analytical approach. Data collection was performed by a questionnaire addressed to Brazilian tourists at the Augusto Severo International Airport and Bus station of Natal, the main points of entry and exit of tourists. The composition was simple random sampling by reaching the final number of 400 tourists interviewed. Among the main results, it was noted that nine are the dimensions of perceived quality of "Sun and Sand" segment, that is, Beaches and Facilities, Public Equipment, Catering Services, Transportation, Hotel Equipment, Hotel Services, Entertainment & Attractions, Access to the Hotel and Hospitality. Moreover, it was concluded that the tourism destination image exerts strong and direct influence on both factors, in the customer satisfaction process and loyalty, the dimensions of quality also claimed to be strongly influences both factors, and finally, the satisfaction directly influences the loyalty to the destination.