ABSTRACT

This research is aimed at ascertaining the effect of destination image on tourist satisfaction and loyalty in tourist centers in Abia state. During the course of this work, three objectives and research questions were formulated. Thus, survey research design was adopted of which data were sourced primarily through questionnaire. Questionnaire were issued to 384 tourist that visit Ojukwu Bunker at Umuahia , the National Museum Arochukwu cave for the specific period of one month. The data collected were analyzed using descriptive statistics where mean and standard deviation were used for decision making. It was revealed firstly that destination image has effect on tourist satisfaction towards the Study areas. This is revealed by the grand mean of 3.60 which is above the bench mark of 3.00 for decision taking. Hence, it is confirmed that destination image has effect on tourist satisfaction towards the Study areas. Secondly, that destination image has effect on destination loyalty towards the Study areas. This is revealed by the grand mean of 3.52 which is above the bench mark of 3.00 for decision taking. Hence, it is confirmed that destination image has effect on destination loyalty towards the Study areas. Finally, it was revealed that there is a high level of tourist satisfaction and destination loyalty towards the Study areas. This is revealed by the grand mean of 3.37 which is above the bench mark of 3.00 for decision taking. Hence, it is confirmed that there is a high level of tourist satisfaction and destination loyalty towards the Study areas. Based on the findings and conclusion, it recommended that management of tourist centers design a good destination image that can be able to attract and retain customers, that designed tourist centers should be properly managed to meet up customers’ expectations so as to influence customers loyalty and that customer’s relationship management should be properly maintained through proper description of tourist center activities so as to increase the level of satisfaction thereof