ABSTRACT
This conceptual paper provides a comprehensive review of destination loyalty literature and identifies some most important antecedents to tourist loyalty. Two variables that may moderate the destination loyalty model are also discussed. A conceptual model for building destination loyalty is developed in which destination image, service quality, perceived value and involvement are direct antecedents to tourist satisfaction. Tourist satisfaction further leads to trust and commitment and all three culminate in destination loyalty. Both variety seeking and previous experience moderate the relationship between satisfaction and loyalty.
