Abstract

• This study was conducted with the objectives of investigating the tourists’ perception on destination image and experience of Bagan, the effect of tourist satisfaction on loyalty, and to analyze the moderation effect of destination experience on the relationship between destination image and satisfaction. 165 samples of tourist who visited Bagan at two consecutive Sundays in July, 2019 were taken by using systematic sampling method at exist points of five major destination points, by using structured questionnaire. Multi-hierarchical linear regression was used to analyze the moderation effect of destination experience. It was found that visitors had a good destination image and they felt good destination experience at Bagan. Both destination image and experience have positive, significant effect on tourist satisfaction; which in turn effect on tourist loyalty. Destination experience has negative moderation effect on the relationship between destination image and satisfaction of tourists. Destination marketers particularly give a great care on providing good destination experience to have satisfaction as poor experience may degrade the good image of Bagan or a good experience can even promote the image of Bagan. In order to spread positive word-of-mouth, tourist satisfaction is important and it should be nurtured by creating a good image and safe and pleasant experience for tourist.