BEYOND THE IMAGE: INTERPLAY OF VALUE, INTIMACY, AND LOYALTY IN SHAPING DESTINATION SATISFACTION: INSIGHTS FROM EGYPT AND SAUDI ARABIA

This study looks at the connections between destination image (DI), functional value (FV), emotional value (EV), social value (SV), customer satisfaction (CS), customer intimacy (CI), and customer loyalty (CL) in Egypt and Saudi Arabia from a comparative perspective. The data were collected using a quantitative method from 702 customers in Egypt and Saudi Arabia, and 10 hypotheses about the direct, indirect, and mediating effects of the targeted variables were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) by WarpPLS software version 8. The findings revealed that (1) destination image has positively affected functional value, emotional value, and social value; (2) functional value has positively affected customer satisfaction; emotional value has positively affected customer satisfaction; and social value ha s affected customer satisfaction; (3) customer satisfaction has positively affected customer loyalty; and (4) the results have also shown that functional value, emotional value, social value, and customer satisfaction act as a partial mediator between destination image and customer loyalty; and (5) customer intimacy is a moderating variable between customer satisf action and customer loyalty. The findings demonstrated that customers have positive attitudes and intentions toward the destination and anticipate loyalty from their travel arrangements. This research offers destination managers, policymakers, managers, providers, travel agency, and marketing firms' in-depth insights to help maintain competitive positions in the market and ensure their survival in the travel distribution chain that meets tourists’ needs and expectations.