Sustainable tourism concept: tourist satisfaction and destination loyalty

Abstract

PurposeThis study aims to look into and evaluate a sustainability-based destination loyalty model that takes into account how people perceive the urban destination in alignment with represented concept of sustainable tourism.Design/methodology/approachUsing a convenience sampling technique, 414 questionnaires were sent out to nonresident tourists (outside Bandung city) in Indonesia using online survey platforms and analyzed with the structural equation model method.FindingsSocioeconomic image, cultural image and environmental image all have a beneficial effect on tourists’ satisfaction levels. Furthermore, tourist satisfaction has a direct impact on destination loyalty. When it comes to tourists’ loyalty to a particular destination, only the degree to which they were satisfied moderated the influence of socioeconomic, cultural and environmental images.Research limitations/implicationsThe research sample exclusively comprised tourists hailing from Indonesia, a developing nation. Subsequent studies may evaluate tourists from various nations to obtain a more precise comprehension of the tourist population.Practical implicationsAuthorities and destination organizations should periodically examine tourists to get a feel for how they feel about a destination’s sustainability, so they can adjust policies as needed to keep tourism there viable over the long term.Originality/valueThis study aims to fill a significant gap in the existing literature by examining the impact of sustainable practices and initiatives on tourists’ satisfaction to an urban destination. The examination of the relationship between efforts to promote sustainability and destination loyalty can offer valuable insights for destination managers and policymakers who aim to improve long-term tourist relationships.