Interaction between satisfaction and loyalty of Lithuanian tourists: a moderating effect of natural features

Abstract

The moderating effect of natural features on the effect of Lithuanian tourist satisfaction to loyalty is being analyzed in the article. Experience of foreign countries and scientific researches justify the positive effect of tourist satisfaction to loyalty. Nevertheless, this effect is considered as complex due to the possibility of the endogenous or exogenous latent variables’ moderating effect. Natural features of the country may be regarded as such variable. Taking into account that there is a lack of scientific researches about the moderating effect of natural features in the case of Lithuania, it is worth analyzing the interaction effect between tourist satisfaction and loyalty. The aim of the article is to determine the interaction effect between Lithuanian tourist satisfaction and loyalty regarding natural features as a moderator variable. While achieving the aim of the article, the analysis of scientific literature is provided. Furthermore, quantitative research and the analysis of the research results using structural equation modelling are applied. As a research results, the interaction effect of Lithuanian tourist satisfaction to loyalty is determined and the moderating effect of natural features is assessed.