The Influence of Sustainable Tourism Practices on Destination Loyalty through Tourist Satisfaction as a Mediating Variable
Keywords:
Sustainable Tourism, Tourist Satisfaction, Destination Loyalty, MediationAbstract
Sustainable tourism practices have become increasingly important in maintaining environmental integrity and enhancing tourist experiences. However, their role in fostering destination loyalty remains unclear, particularly through the mechanism of tourist satisfaction. This study aims to examine the influence of sustainable tourism practices on destination loyalty, with tourist satisfaction acting as a mediating variable. This research employs a quantitative approach using a Structural Equation Modeling (SEM) design with the Partial Least Squares (PLS-SEM) technique. Data were collected from 250 domestic tourists through a structured questionnaire. The sampling technique applied was purposive sampling, targeting tourists who had experienced destinations implementing sustainable tourism practices. Respondents were selected based on their travel experience and familiarity with sustainability-related initiatives at the destination. The results indicate that sustainable tourism practices have a significant positive effect on tourist satisfaction. Tourist satisfaction also significantly influences destination loyalty, confirming its role as a key determinant in tourists’ revisit intentions and recommendations. Furthermore, the mediation analysis reveals that tourist satisfaction partially mediates the relationship between sustainable tourism practices and destination loyalty. In conclusion, sustainable tourism practices play a crucial role in enhancing tourist satisfaction, which in turn strengthens destination loyalty. The findings imply that destination managers should prioritize sustainability initiatives not only for environmental benefits but also as a strategic tool to improve tourist satisfaction and long-term loyalty.
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