Kahraman, Onur CuneytCifci, Ibrahim2024-09-252024-09-2520232514-97922514-9806https://doi.org/10.1108/JHTI-02-2022-0090https://hdl.handle.net/20.500.12491/13505Purpose Although many studies addressed destination marketing concepts, the relationship between self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty in small island destinations remains unknown. To address this issue, the authors established a model based on social identity theory to investigate the effects of self-identification on overall satisfaction and loyalty, taking into account the mediating role of memorable tourism experiences.Design/methodology/approach Drawing on 335 useable questionnaires from the visitors of Princes' Islands in Turkey, a quantitative study approach was administrated to empirically analyze a partial least squares path model in PLS-SEM.Findings The findings revealed that self-identification positively affects memorable tourism experiences, overall satisfaction, and destination loyalty. The findings also confirm the indirect effects of self-identification on overall satisfaction and destination loyalty through mediating the role of memorable tourism experiences.Research limitations/implications The findings of the study will be useful both theoretically and practically. Theoretically, this research will be important to determine tourist behavior through the viewpoint of self-identification in the context of a small island destination. Practically, the findings of this study will assist small island destinations' policymakers and practitioners to develop strategies and make effective future actions.Originality/value This is the first study that uses a complete structural model linking self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty.eninfo:eu-repo/semantics/closedAccessDestination loyaltyMemorable tourism experienceOverall satisfactionSelf-identificationSmall island destinationArticle10.1108/JHTI-02-2022-00906210011023WOS:000968071900032Q1