Title
Product country image (PCI) VS. tourist destination image (TDI),Used
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The objective of the study was to offer an integrated approach to understanding different components of destinationcountry image (cognitive, affective and conative parts) by examining the theoretical and empirical evidence on the casual relationships among satisfaction, cognitive, affective and conative loyalties. A research model was proposed in which six hypotheses were developed. The empirical data was collected in Taiwan, which is the very new tourist attraction for Chinese tourists. A total of 364 questionnaires were returned and the data were analyzed using structural equation modeling (SEM). The results showed that satisfaction influenced on cognitive, affective and conative loyalties. Additionally, conative image influenced on satisfaction which means country image influenced the satisfaction for Chinese Tourists. The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made.
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