How perceived risk influences image and loyalty relationship in a tourist destination? an Indian perspective

The objective of this paper has two folds. First, to examine the influence of perceived risk on destination image (cognitive, affective and unique image) and second, to analyse the impact of destination image on tourist satisfaction and destination loyalty in context of adventurous destination, i.e., Ladakh region of J&K state, India. The data were gathered from 151 domestic tourists, selected using judgemental sampling. The findings of the study reveal that perceived risk has direct as well as indirect positive influence on overall destination image, specifically on cognitive, affective and unique image of the destination. Further, findings of the study demonstrate that attraction, accessibility, accommodation and ancillary service attributes significantly contribute to cognitive image, unique image and tourist satisfaction, while they insignificantly contribute to affective image. Furthermore, the study also confined the significant influence of destination image on destination loyalty. By understanding the quality of destination attributes and their impact (direct and indirect) on destination image, various risk perceptions (among tourists) were associated with Ladakh destination. Destination marketing organisations (DMOs) can design appropriate various marketing strategies to increase the level of tourist satisfaction and to build long-lasting destination image and destination loyalty.