The Effects of Destination Image and Destination Personality on Tourist Loyalty: Mediating Role of Trust and Attachment

Today, tourism industry is vastly developed all over the world and many countries were able to improve their situation significantly through it and They have a lot of problems such as joblessness, low income per capita and foreign revenue deficit to cover. Increasing attention is given to tourism activities, since that range of activities significantly affect the economies of hosting regions. This study tries to address the influence of destination image and destination personality on the attachment and trust of tourists to the destination; and consequently the effects on loyalty of tourists towards the destinations. Statistical population in the present study is consisted of Iranians who visited tourist attractions in Khorram-abad city. Sample size was estimated to be 384 using the Cochron’s formula. However, 362 questionnaires were analyzed following the distribution of 450 questionnaires between respondents and collecting the data. Results show that the image regarding the destination and its “personality” will positively and significantly influence the level of trust and attachment amongst tourists. Furthermore, trust and attachment towards the destination will significantly influence tourists’ loyalty to the destination.