ISSN: 2222-6990
Open access
This study emphasizes the crucial role of tourist loyalty in the sustainable development of the ecotourism sector, where loyal visitors foster year-round support, positive word-of-mouth, and environmentally responsible behaviors. The primary aim of the research was to investigate the influence of economic, environmental, and social sustainability on tourist loyalty, with tourist satisfaction acting as a mediator. Data was collected through structured questionnaires distributed via purposive sampling, targeting ecotourists, resulting in 289 valid responses out of 381 questionnaires. The data was analyzed using SmartPLS 4, employing structural equation modeling to evaluate the hypotheses. The analysis revealed that social and environmental sustainability significantly positively impact tourist loyalty directly, while economic sustainability influences loyalty indirectly through satisfaction. Specifically, hypotheses regarding direct effects of economic and environmental sustainability on loyalty were supported, whereas the direct effect of environmental sustainability on satisfaction was not. The mediating role of satisfaction was confirmed for economic sustainability and social sustainability, but not for environmental sustainability. Future research should explore longitudinal designs and cross-cultural comparisons, investigate additional mediators or moderators, and consider the role of digital media in shaping perceptions. Practically, the findings suggest that ecotourism operators should focus on transparent, community-involving sustainability practices and communicate tangible conservation outcomes to enhance tourist perceptions and loyalty. Overall, the study contributes to the theoretical understanding of sustainability’s multifaceted influence on loyalty, offering valuable insights for practitioners and policymakers committed to sustainable tourism growth that balances ecological preservation and visitor engagement.
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