Determinants of Tourist Loyalty in Dong Thap Muoi

Abstract:

This study examines the mechanism through which tourist loyalty is formed in Dong Thap Muoi, an emerging destination still strengthening its attractiveness in the market. The model investigates the effects of destination marketing effectiveness, smart tourism technology, destination service quality, and tourists’ perceptions of destination resources on perceived destination attractiveness. It also tests the effect of perceived destination attractiveness on tourist loyalty and the moderating role of local community support. Data collected from 608 tourists were analyzed using PLS-SEM. The results show that all four antecedents positively influence perceived destination attractiveness, with destination service quality exerting the strongest effect. Perceived destination attractiveness, in turn, has a positive impact on tourist loyalty, while local community support strengthens this relationship. The study helps clarify the mechanism through which destination attributes are translated into tourist loyalty in the context of an emerging destination.