Destination Image, Cultural Intelligence, and Tourist Loyalty
Insights From a Tunisian Ecotourism Destinatio
Bibliographic Data
| ID | 19224171 |
|---|---|
| Authors | Malek Kohli (0000-0002-6893-9554, University of Carthage), Sameh Skhiri (0009-0009-1200-8169, University of Carthage), Abu Elnasr E Sobaih (0000-0002-2730-689X, King Faisal University), Ahmed E Abu Elnasr (0009-0004-7338-8787, King Faisal University) |
| Year | 2026 |
| Volume | 26 |
| Issue | 2 |
| Pages | 66-81 |
| Publication date | 2026-05-22 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Intercultural Communication (JOURNAL) |
| Journal identifiers | ISSN: 1404-1634 • E-ISSN: 1404-1634 |
| Publisher | International Collaboration for Research and Publications (PUBLISHER) |
| DOI | 10.36923/jicc.v26i2.1452 |
| OpenAlex | W7162068357 |
| Language | EN |
| References cited | 66 |
This research aims to investigate the structural mechanisms underlying tourist loyalty in emerging ecotourism destinations. Using the Stimulus-Organism-Response framework, it examines how cognitive and affective dimensions of destination image influence loyalty intentions, while exploring the mediating role of cultural intelligence. A quantitative design was deployed, based on a survey of 720 ecotourists in Tunisia, with Structural Equation Modeling used to test the hypothetical relationships. The empirical analysis confirms that while both image dimensions promote loyalty, cognitive image appears to be an important predictor of cultural intelligence. Results demonstrate that cultural intelligence serves as a significant partial mediator, linking knowledge-based perceptions of the local context to loyalty intentions. Contrary to approaches prioritizing pure emotion, this study reveals that ecotourism loyalty is strongly dependent on cultural learning processes. For Destination Marketing Organizations, these findings suggest placing greater emphasis on cognitive positioning within existing destination marketing strategies. Strategies must invest in strengthening the cognitive image through rich educational content (traditions, ecology, local norms) and active learning experiences that foster cultural adaptation. Developing visitors' cultural intelligence thus constitutes a lever for competitive differentiation and sustainable loyalty. This research offers a threefold contribution to tourism marketing literature. First, it extends destination image theory by validating cultural intelligence as a psychological mediator that clarifies the perception-behavior relationship. Second, it repositions cultural intelligence as a dynamic, situational capability shaped by tourist experience. Finally, it fills an empirical gap by validating the SOR framework in a North African context, providing contextual legitimacy for sustainable tourism theories in emerging destinations
Consumer behaviour · Context (archaeology) · Cultural intelligence · Empirical research · Legitimacy · Loyalty · Situational ethics · Sustainable tourism · Tourism · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · International Student and Expatriate Challenges
Cultural Intelligence
Cultural Intelligence
Customer experience in tourism
Common method biases in behavioral research
When to use and how to report the results of PLS-SEM
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Partial least squares structural equation modeling (PLS-SEM)
Impact of the destination image and government policy responsiveness of China on Korean travelers’ destination trust and behaviors in the post-pandemic era
The effect of ‘Juzhang endorsement’ on visit intention
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Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents
The Impact of Agrotourism Destination Image on Tourist’s Loyalty in Zaghouan, Tunisia
Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention
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Examining the Mediating Effect of Destination Image Between Sensory Impression and Behavioral Intention
The impact of national ecotourism demonstration zones policy on public services
Tourism image, evaluation variables and after purchase behaviour
Testing an integrated destination image model across residents and tourists
Evaluating ecotourism
Destination images, holistic images and personal normative beliefs
How destination image and evaluative factors affect behavioral intentions
A model of destination image formation
Korea’s destination image formed by the 2002 World Cup
The effect of Cultural Intelligence on consumer-based destination brand equity
Cultural intelligence, personality, and cross-cultural adjustment
From experience to image
Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model
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Back-Translation for Cross-Cultural Research
Reconsidering Baron and Kenny
| Highly cited | No |
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