Sustainable Loyalty Boost: Influence of Sustainability on Ecotourist Loyalty: The Role of Tourist Experience as a Mediator

Abstract

This study underscores the critical importance of sustainability in fostering tourist loyalty within the ecotourism sector, emphasising that sustainable practices across economic, environmental, and social dimensions significantly influence tourists’ experiences and satisfaction, which in turn promote loyalty. The primary aim was to empirically examine the direct and mediated relationships among these variables, providing insights into how sustainable practices impact long-term visitor retention. Data were collected through structured surveys, with a total of 289 valid responses used for analysis. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the proposed hypotheses, assessing the strength and significance of the relationships among constructs. The results revealed that economic sustainability directly affects tourist experience but does not directly influence loyalty, indicating the mediating role of experience and satisfaction. In contrast, environmental and social sustainability directly and indirectly impact loyalty through enhanced experience and satisfaction. All hypotheses related to the mediating effects were supported, emphasising the importance of integrating sustainability practices to foster loyalty. The study suggests future research should explore moderating variables such as cultural differences, leverage longitudinal designs to examine changes over time, and incorporate digital technology’s role in enhancing sustainable experiences. The findings have practical implications for ecotourism stakeholders, highlighting the need to develop comprehensive sustainability strategies that elevate visitor experiences, foster satisfaction, and promote loyalty. By effectively implementing sustainability initiatives, ecotourism destinations can secure competitive advantages, ensure visitor retention, and contribute meaningfully to conservation and community development. Ultimately, the study adds to the growing body of knowledge urging the ecotourism sector to prioritise sustainability as a core driver of long-term tourist loyalty.