This study examines the influence of sustainability dimensions, economic, environmental, and social, on tourist loyalty in the ecotourism sector, with tourist experience incorporated as a mediating variable. Tourist loyalty is crucial for the long-term viability of ecotourism, contributing to both environmental preservation and economic resilience. Data were collected through structured questionnaires at multiple ecotourism destinations, yielding 289 valid responses for analysis. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test the proposed relationships. The findings reveal that all three sustainability dimensions significantly enhance the tourist experience, which, in turn, positively drives tourist loyalty. While economic sustainability significantly affects the tourist experience, it does not directly influence loyalty, suggesting that experience is the key pathway through which economic factors translate into loyal behaviour. Both environmental and social sustainability demonstrate direct and indirect effects on loyalty, highlighting their central role in shaping favourable visitor perceptions and behavioural intentions. The study suggests future research avenues, including longitudinal designs, qualitative insights, and the examination of potential moderating variables such as cultural background and tourist motivation. Practically, the results underscore the importance for ecotourism operators to adopt authentic sustainability practices and curate memorable experiences to cultivate loyal visitors. By strategically integrating sustainability initiatives with engaging experiences, destinations can foster repeat visits and positive word of mouth, thereby strengthening the long-term sustainability of the ecotourism sector.
Norjaya M. Yasin (Wed,) studied this question.