Impact of Tourism Satisfaction and Service Quality on Destination Loyalty: A Structural Equation Modeling Approach concerning China Resort Hotels

Abstract

Since China holds a critical geographical status, it harbors an immense tourist attraction. This research aims to investigate service quality, which determines electronic word of mouth, tourist satisfaction, and loyalty to visiting China’s tourist places. This study collected 443 questionnaires comprising tentative sampling from sightseers in China. This research examined how electronic word of mouth affects how far tourists are satisfied with their trip and how much loyalty they demonstrate toward the destination places. The SPSS, AMOS, and structural equation modeling techniques were used for analysis. Our findings illustrate the connection between electronic word of mouth, service quality, tourist satisfaction, and destination loyalty. This study also demonstrated that both tourist satisfaction and electronic word of mouth exercise an intermediary impact on service quality and the destination loyalty relationship. In this way, service quality may be attributed to tourist satisfaction (TS) and electronic word of mouth (eWOM), which explicitly influences destination loyalty (DL) when visiting China. These findings have practical implications for the tourism sector of China.