Tourism Service Quality and DestinationLoyalty: The Mediating Role of PerceivedValue from International Tourists’Perspectives

This study is aimed at investigating the direct relationships between service quality dimensions with perceived value and the destination loyalty, in addition to examining the mediating effect of perceived value. Using data from 508 international tourists visiting UAE and applying structural equation modeling we found the following. First, we found a significant and positive relationship between the five dimensions of service quality and perceived value. Second, we found direct, a positive and significant relationship between four service quality dimensions and destination loyalty. In addition, there exists a mediating effect of perceived value on the relationship between all the dimension of service quality and destination loyalty. The relationships of all the service quality dimensions are partially mediated except tangible facilities dimension which is fully mediated by perceived value. The study recommended that destination managers should focus on what make the tourists feel that the value they received is equal or more than what they expected to create positive tourist loyalty behaviour and enhance destination attractiveness. Thus, high level of perceived value service quality provided can be achieved if government and managers fully understand the key importance of providing quality service and continues evaluating and enhancing the quality of service provided