Destination Loyalty: Integrating Holistic Destination Image and Tourism Experience in Ecotourism Perspective

Abstract

As ecotourism continues to gain momentum globally, understanding the psychological and experiential factors behind tourists’ loyalty to nature-based destinations has become increasingly vital. This study investigates the impact of holistic destination image on ecotourism destination loyalty, with tourism experience acting as a mediating variable. Drawing on a quantitative approach, data were collected via a structured questionnaire from 251 respondents visiting five ecotourism sites across Selangor, Malaysia. SmartPLS 4 was employed to analyse the structural model, with confirmatory factor analysis confirming the constructs’ reliability and validity. The findings reveal that a favourable holistic destination image significantly enhances tourism experiences, which in turn positively influences destination loyalty. This study offers critical insights for ecotourism stakeholders, emphasising the need to strategically shape holistic destination images that foster rich and memorable tourism experiences, ultimately leading to stronger loyalty. Policy makers and site managers should therefore prioritise creating immersive and emotionally engaging destination atmospheres to encourage repeat visits and sustainable tourism growth.