This book examines the relationship between destination preference and loyalty, and the destination image building process. It establishes and quantifies the critical link between destination image building and loyalty formation,a link that has not been adequately addressed in the literature to date. Based on a conceptual framework developed in the author''s PhD thesis, a validated model is presented which describes the relationships of major image building factors affecting destination preference and loyalty. The model can be used by tourism destinations to analyze their strengths and weaknesses in the image building process, and by tourism organizations to develop effective loyalty schemes.

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Dr. Iris Mao is a Tourism and Hospitality Management lecturer at Edith Cowan University in Perth, Australia. She obtained her PhD and MSc with Distinction, from The Hong Kong Polytechnic University and BA from East China Normal University. Her research interests include destination image, tourist behaviour, and tourism in China and Australia.