Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism Dileep Kumar M., Normala S. Govindarajo and Mae Ho Seok Khen Abstract Purpose – Tourism researchers proposed that service quality dimensions of tourist destinations can contribute in developing a favorable or unfavorable image among travelers which affect visitors’ loyalty or disloyalty as well as destination image. However, such claims are seldom evaluated into in avitourism locations, which are a niche tourism, but fast growing. The purpose of this study is to examine the relationship between service quality, visitor satisfaction and destination image and destination loyalty among avian tourists. Design/methodology/approach – Following a positivist research philosophy with a quantitative, cross- sectional descriptive study design, the study addressed five direct and two indirect relationships in the model. The research followed expectation dis-confirmation theory of Gartner to test the theoretical model. Following purposive sampling, a sample of 384 international avitourists was collected from five avitourism locations of Malaysia. The study applied SmartPLS SEM to analyze the data. Findings – The results show that the service quality provided by the park management has a positive impact on visitor satisfaction, destination image and destination loyalty. The study also shows partial mediation effect of visitor satisfaction on destination image and destination loyalty among avitourists. The study extends practical, policy and theoretical implications to the stakeholders of avitourism. Research limitations/implications – The study limits the possibility for generalization of the findings into five avitourism sites located in three states of Malaysia. Hence, the scope of the study needs to be augmented with samples from more regions to meet the expected generalization. Add to the point, this study lacks qualitative data observations to get an in-depth understanding of the issues pertaining to visitor’s expectations on serviced quality, satisfaction, destination image and loyalty. Hence, it is suggested that more qualitative research interventions need to be made with the tools of in-depth interviews, content analysis and with the method of focus group discussions and Delphi applications. Practical implications – This study provides the park management a clearer understanding on service quality critical factors in enhancing the satisfaction of avian tourists and building a better avitourism destination image and destination loyalty. The avitourism park management may look into the services for these niche tourists, as these resources are directly linked to nature-based tourism with its diverse requirements to keep visitors satisfied. Park authorities require a sound understanding and skills in managing the biodiversity of the natural resources, birds and animals, to match their services with tourists’ expectations. Social implications – Biodiversity is important in supporting vital ecosystem services (ES) for human as well as animals. The study has its social implications in generating a greater number of employment opportunity for people surrounding the area of avian destinations preserving the biodiverse area. The people in the surroundings area of avitourism locations will get better employment opportunity as guides and nature trail experts, if the avian tourism develops in its real principle. Originality/value – Avitourism is a niche tourism. The expectations of the visitors of avitourism locations are entirely varied in comparison with general tourism. Very less studies focused into expectations of the visitors linking human factor of service quality, emotional intelligence, visitor satisfaction, etc. like dimensions that will contribute into dynamic destination image and destination loyalty among avitourists. Dileep Kumar M. is based at the Africa Business School, Mohammed VI Polytechnic University, Ben Guerir, Morocco. Normala S. Govindarajo is based at the School of Economics and Management, Xiamen University – Malaysia, Sepang, Malaysia. Mae Ho Seok Khen is based at the Department of Hospitality and Tourism, BERJAYA UCH, Kuala Lumpur, Malaysia. Received 10 April 2019 Revised 23 July 2019 24 September 2019 9 October 2019 Accepted 14 October 2019 The authors acknowledge Africa Business School, Mohamed VI Polytechnic University, Morocco, and Berjaya University College, Malaysia, for their support in facilitating the research project. DOI 10.1108/IJCTHR-04-2019-0066 VOL. 14 NO. 1 2020, pp. 83-101, © Emerald Publishing Limited, ISSN 1750-6182 j INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH j PAGE 83