Destination image and perceived meaningfulness for visitor loyalty: A strategic positioning of Indian destinations

The purpose of this study is to empirically test and validate a multi-dimensional structure of ‘In-loco Destination Image’ and ‘perceived meaningfulness’ using an integrated model of visitor loyalty. The model was tested using data collected from responses of foreign tourists visiting India (n = 246). The results identified six dimensions of ‘In-loco Destination Image’: Amenities, Attractions, Leisure, Culture, Support Systems, and Hospitality. In addition, the investigation observes that of the identified dimensions of perceived meaningfulness, the ‘spiritual’ and ‘societal’ dimensions contribute more to perceived meaningfulness than the ‘physical well-being’ aspect. Further, the exploration estimated the theoretical framework developed using structural equation modelling and established the mediating role of perceived meaningfulness in developing visitor loyalty from ‘In-loco Destination Image.’ The study’s observations helped identify three positioning approaches, namely objective, subjective, and combined, offering suggestions to destination marketers to effectively reposition Indian destinations.