ISSN: 2226-3624
Open access
This study emphasises the vital role of tourist loyalty in ensuring the sustainable growth and long-term success of the ecotourism sector. Recognising that loyal visitors contribute to repeat business, positive word-of-mouth, and destination stability, the research aims to explore how various sustainability dimensions, economic, environmental, social, tourists’ experiences, and tourist satisfaction influence loyalty. Data were collected through structured surveys distributed via email, resulting in a total of 289 valid responses from a diverse sample set. The analysis employed Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the relationships among variables, with hypotheses tested to determine the significance of each predictor. The results indicated that tourist experience, satisfaction, and social sustainability significantly positively influence tourist loyalty, with the highest impact observed for experience. Conversely, economic and environmental sustainability showed limited or non-significant effects, suggesting a need for better integration of these factors in practice. The study highlights practical strategies such as enhancing eco-friendly activities, improving service quality, and fostering community involvement to strengthen loyalty. For future research, exploring longitudinal relationships, regional differences, and tourist segmentation is recommended to deepen the understanding of loyalty drivers. The findings provide valuable implications for ecotourism managers and policymakers, emphasising a holistic approach to sustainability that prioritises authentic experiences and community engagement to foster long-term tourist loyalty.
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