Tourist post-visit attitude towards products associated with the destination country

Post-visit attitude towards products or brands associated with destination countries is an important outcome variable overlooked in the tourism literature. Drawing upon associative network theory of memory, this study aims to contribute to the extant literature by testing tourist post-visit attitude as an outcome variable of tourism experience, in addition to destination loyalty. A conceptual model was developed and tested through a survey of Chinese tourists who have recently visited Britain. Results suggest that both tourist satisfaction of destination attributes and overall satisfaction influence post-visit product attitude. Tourism researchers could thus adopt a wider perspective to explore the influence of international tourist experiences by conceptualizing the destination country as a destination for tourism, investment, education and immigration, as well as a political partner. This paper concludes with a discussion of destination managerial and policy implications.