Purpose

This study aims to examine the consequences of tourism destination image and satisfaction on digital advocacy in a touristic environment. The study also tested the mediation role of satisfaction in the relationship between the tourism destination image and tourists’ advocacy.

Design/methodology/approach

This study adopts a quantitative research design, suing the intercept survey method to collect data from 185 international tourists in New Zealand. The process macro regression method was used to analyse the collected data.

Findings

The findings from this study are: firstly, the study demonstrates that tourism destination image influenced tourists’ digital advocacy behaviour. Secondly, tourists’ satisfaction significantly changed tourists’ advocacy behaviour. Thirdly, tourists’ satisfaction mediates the relationship between the tourism destination image and tourists’ advocacy behaviour in this study.

Research limitations/implications

This study examined tourism destination image and satisfaction as predictors of tourist digital advocacy behaviour; the findings have some valuable impacts for organisations, especially the destination marketing organisation’s tourism strategies. The result also implies that customer satisfaction is a predictor of advocacy behaviours; and the need to focus on increasing tourist satisfaction by putting in place well-crafted tourism products and services.

Practical implications

The finding also implies that customer satisfaction is an important antecedent of advocacy behaviours; and the need to focus on increasing tourist satisfaction by putting in place well-crafted tourism-based strategies.

Originality/value

This study is one of the few investigations on tourists’ digital advocacy behaviour. The study also assessed the mediating impact of customer satisfaction in the relationship between tourism destination image and tourists’ advocacy behaviour, an area, which suffers from a languor of research.

中文翻译：

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通过目的地形象和满意度实现数字倡导行为

目的

这项研究旨在检验旅游目的地形象和满意度对旅游环境中数字倡导的影响。该研究还测试了满意度在旅游目的地形象和游客拥护之间的中介作用。

设计/方法/方法

本研究采用定量研究设计，采用拦截调查法从185名新西兰国际游客中收集数据。使用过程宏回归方法分析收集的数据。

发现

这项研究的发现是：首先，该研究表明旅游目的地形象影响了游客的数字倡导行为。其次，游客的满意度极大地改变了游客的倡导行为。第三，在本研究中，游客满意度介导了旅游目的地形象与游客倡导行为之间的关系。

研究局限/意义

这项研究考察了旅游目的地形象和满意度，以此作为旅游者数字倡导行为的预测指标。调查结果对组织产生了一些有价值的影响，尤其是目的地营销组织的旅游策略。结果还表明，客户满意度是倡导行为的预测指标；以及通过采用精心设计的旅游产品和服务来提高游客满意度的需求。

实际影响

该发现还暗示，客户满意度是倡导行为的重要先决条件。并且需要通过制定精心设计的基于旅游的策略来提高游客的满意度。

创意/价值

这项研究是针对游客的数字倡导行为的为数不多的调查之一。这项研究还评估了顾客满意度在旅游目的地形象和游客倡导行为之间的关系中所起的中介作用。