Journal of African Interdisciplinary Studies (JAIS): ISSN 2523-6725 (online) August 2017 Vol. 1, No. 2 Citation Kwenye, J. M & Freimund, W. (2017). Examining antecedents of destination loyalty in a Zambian context: The effect of perceived value, Service quality and satisfaction. Journal of African Interdisciplinary Studies: 1, 2, 4-23. 4 Copyright © 2017 Centre for Democracy, Research and Development (CEDRED), Nairobi, Kenya. http://cedred.org/jais/index.php/issues Examining Antecedents of Destination Loyalty in a Zambian Context: The Effect of Perceived Value, Service Quality and Satisfaction By Jane M. Kwenye and Wayne Freimund Abstract Drawing from the cognitive->affect->conative loyalty formation model, this study explored predictors of loyalty in a domestic tourism context through an investigation of the relationships among service quality, perceived value, satisfaction and destination loyalty. The relationships are explored using data collected from a sample of 1,060 domestic tourists at the Victoria Falls World Heritage site in Zambia. Using structural equation modeling (SEM) technique, the results reveal that satisfaction has a direct effect on destination loyalty while the effects of perceived value and service quality on destination loyalty is recognized via the mediating effects of satisfaction. Findings are discussed with respect to their applied and theoretical relevance. Practical applications of this study include strategies aimed at promoting destination loyalty by addressing aspects of service quality, perceived value and satisfaction in a domestic tourism context of an African setting. Key words: perceived value, service quality, satisfaction, destination loyalty, domestic tourism Citation Format Kwenye, Jane M. and Wayne Freimund (2017) Examining antecedents of destination loyalty in a Zambian context: The effect of perceived value, service quality and satisfaction. Journal of African Interdisciplinary Studies: 1, 2, 4-23. Copyright © 2017 Centre for Democracy, Research and Development (CEDRED), Nairobi, Kenya