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This study uses a service quality model consisting of six service quality dimensions to measure the attractiveness of a destination and their impact on customers’ loyalty intention to a tourist destination. We find that the dimensions representing destination attractiveness have a stronger impact on visitor loyalty intention than the dimensions representing retail attributes. Because the current literature has infrequently investigated the concepts of important service quality of tourist retail service that exhibit characteristics of both retail and tourist attractions, this study explores these concepts and attempts to fill this gap. [ABSTRACT FROM PUBLISHER]