Mediation Role of Tourists’ Perceptions on the Relationship between Pull Motivation Factors and Destination Loyalty, in the Lake Victoria Region Tourist Circuit, Kenya

To enhance competitiveness, destination managers need to understand the link between tourists’ motivation factors, perceptions, and destination loyalty. This study aimed to investigate the mediating effect of tourists’ perceptions on the relationship between pull motivation factors and destination loyalty. A cross-sectional survey using a self-administered questionnaire was used to collect quantitative primary data from 299 tourists in 26 hotels in the Lake Victoria Tourist Circuit, Kenya. Partial least squares structural equation modelling (PLS-SEM) in Smart PLS 3.2.7 was used for modelling and hypothesis testing. Perceived destination awareness fully mediates the relationship between destination management factors/core resources and destination loyalty, but only partially mediates the link between support resources and loyalty. Perceived destination image and perceived destination value both partially mediate the relationships between destination support resources, core resources, qualifying/amplifying resources, and management factors, and destination loyalty. The study outcome suggests that destination managers with a focus on improving tourists’ destination loyalty should focus on tourists’ perceived destination awareness, perceived destination image, perceived destination quality, and perceived destination value