Memorable tourism experiences, destination image, satisfaction, and loyalty: an empirical study of Santorini Island

Purpose Memorable tourism experiences (MTEs) can reinforce a destination's competitiveness. The literature has called for further research on this topic. This study develops and empirically examines a conceptual model exploring the relationships between MTEs, satisfaction, destination image (DI) and loyalty. Design/methodology/approach Quantitative research was conducted with 729 respondents who had visited the Greek island of Santorini in the last three years, and structural equation modeling was used. Findings The findings confirm the strength of the proposed model, which explained 58% of the variance for MTEs and 82% of that for tourist loyalty. The results reveal that MTEs influenced destination loyalty directly and indirectly through satisfaction, while DI influenced loyalty directly and indirectly. Research limitations/implications This study provides new insight into the importance of MTEs, satisfaction and DI in the formation of destination loyalty. Practical implications This study provides new insight into the importance of MTEs, satisfaction, and DI in the formation of destination loyalty. Originality/value The proposed model is the first to include these factors and the specific relationships between them.