DESTINATION IMAGE AND TOURIST RETENTION IN JERUSALEM

Tourism industry plays a vital role in the economic development of a country by attracting local and foreign tourists. The turbulent situation in Jerusalem occasioned by Israeli Palestinian crisis put euphoria in the mind set of tourists visiting the country. Thus, this paper aims at examining the effects of destination image on tourist loyalty in Jerusalem, mediated by political stability. A quantitative methodology was applied in this study and primary data was collected from 384 tourists who had visited Jerusalem. Results of the structural equation modelling found that destination image has a significant relationship with tourist loyalty, but there is a negative relationship between destination image and political stability. Political stability does not act as a mediator in the relationship between destination image and tourist loyalty. Tourism practitioners should focus on improving Jerusalem’s image as a destination to increase influx of tourists, revenue and sustainability because successful tourism development is closely related to reduction of risks and stability. The results of this study will help Israeli-Palestinian tourism sector to undertake more efficient planning, marketing, advertising, and enhancing the overall management of their resources in Jerusalem.