The Effect of Experience Economy and Destination Image on Loyalty in Cultural Tourism in Cyprus with Moderating Variable of Need for Cognition

The purpose of this research is to offer a model that incorporates both direct and indirect effect of Experience Economy, Destination Image, Perceived Value, and Holistic Image on Satisfaction and Loyalty. In addition, there is moderating variable, that is, Need for Cognition which moderates the effect of Satisfaction, Destination Image, and Perceived Value on Loyalty. The model proposed in this research was tested by means of structural equation modeling. The data were collected from a convenience sample of 220 tourists who visited Cyprus questioned about cultural tourism in Cyprus.The results shows that Loyalty is affected significantly by Experience Economy, Holistic Image dan Satisfaction, in contrast Destination Image and Perceived Value do not give effect on Loyalty significantly. Meanwhile, Satisfaction is affected by Destination Image dan Perceived Value significantly, while in contrast Experience Economy does not give effect on Satisfaction significantly. All mediating variables work well as mediator on Loyalty, so called full mediation. About moderating variable of NFC, high NFC tourist will give stronger effect of Satisfaction on Loyalty, while in contrast the stronger effect of Destination Image and Perceived Value on Loyalty will occur on low NFC tourist. The research was conducted in low season (winter). For better research in the future, data respondents should be collected in high season (summer) to gain better reflection of tourists in Cyprus

Keywords:

Experience Economy , Destination Image , Perceived Value , Holistic Image , Satisfaction , Need for Cognition (NFC) , Loyalty , Cultural Tourism