A Study on Tourists’ Experiences Satisfaction and Loyalty based on the Segmented Groups of Destination Cognitive and Affective Value

The purpose of this study was to investigate whether any differences existed among the segmented groups based on tourists’ cognitive value and affective value in terms of destination tourists’ satisfaction and loyalty. From the literature review, the survey questionnaire was developed and the measurement constructs included destination cognitive value (4 variables), affective value (4 variables), tourists’ satisfaction (5 variables) and loyalty (3 variables). The respondents included tourists who had travel experiences within the past year with at least one or more overnight travel experiences. A total of 349 useful samples were collected and analyzed in SPSS. Cluster analysis and MANOVA were adopted to analyze the data. The results showed that the destination cognitive and affective value are important factors in improving tourists’ travel satisfaction and destination loyalty. More theoretical and managerial implications were provided in the conclusion.