National scenic area is one the important destination types in tourism markets in Taiwan. The main functions of such kind of destination are to connect local tourism industry development by comprehensive planning and public investment. The size of scenic area is usually large and consists of many administrative areas with many smaller scenic spots. This has resulted in marketing issues of ambiguous tourist image. This research selected the latest established national scenic area, Siraya, as target for exploring the interrelationship among destination (including cognitive image, affective image), satisfaction, and tourist’s loyalty, in order to provide the marketing strategies for destination managers. 461 valid samples were successfully collected by on-site survey, and a structural equation model was constructed and estimated by Amos version 5. The results indicated that both ‘cognitive image’ and ‘affective image’ has positive impact on satisfaction, ‘affective image’ also has positive impact on tourist’s loyalty. What is different from the previous relists are that ‘cognitive image’ and ‘satisfaction’ do not significantly influence the tourist’s loyalty, the results were discussed from both theoretical and practical perspectives. Finally, this research also provides some marketing implications for national scenic area managers.
