Exploring the relationship between destination image, tourist satisfaction, and loyalty among overseas visitors to Taishan using structural equation modelling

A study on Mount Taishan reveals that emotional engagement and perceived service quality are critical mediators between destination image, tourist satisfaction, and loyalty. Unlike traditional models, the research shows that these factors significantly enhance satisfaction, which in turn strengthens visitor loyalty more effectively than static branding efforts. The findings were derived from a hierarchical structural equation model (SEM) analyzing 1650 valid responses from international tourists during the 2023 peak season. This approach outperformed alternative methods like PLS-SEM and regression models across key performance indices, emphasizing the importance of experience design in heritage tourism management.

Wang, X. (2025). Exploring the relationship between destination image, tourist satisfaction, and loyalty among overseas visitors to Taishan using structural equation modelling. Acta Psychologica, 260, 105533. https://doi.org/10.1016/j.actpsy.2025.105533