Although many studies addressed destination marketing concepts, the relationship between self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty in small island destinations remains unknown. To address this issue, the authors established a model based on social identity theory to investigate the effects of self-identification on overall satisfaction and loyalty, taking into account the mediating role of memorable tourism experiences.
Drawing on 335 useable questionnaires from the visitors of Princes' Islands in Turkey, a quantitative study approach was administrated to empirically analyze a partial least squares path model in PLS-SEM.
The findings revealed that self-identification positively affects memorable tourism experiences, overall satisfaction, and destination loyalty. The findings also confirm the indirect effects of self-identification on overall satisfaction and destination loyalty through mediating the role of memorable tourism experiences.
The findings of the study will be useful both theoretically and practically. Theoretically, this research will be important to determine tourist behavior through the viewpoint of self-identification in the context of a small island destination. Practically, the findings of this study will assist small island destinations' policymakers and practitioners to develop strategies and make effective future actions.
This is the first study that uses a complete structural model linking self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty.
