Green, good and loyal: fostering rural ecotourism loyalty through the ESG–QLM model

Purpose This study aims to investigate how environmental, social and governance (ESG) initiatives shape tourist loyalty in rural ecotourism by extending the quality–loyalty model (QLM) from a cognitive appraisal theory perspective. Design/methodology/approach Data were collected through an online survey of 400 tourists who had visited rural ecotourism destinations and analysed using partial least squares (PLS) modelling and importance-performance map analysis (IPMA). Findings Employing PLS-SEM and IPMA, the results demonstrate that integrating ESG dimensions and the QLM within the cognitive appraisal theory perspective highlights the pivotal role of social and governance dimensions, which ultimately shape tourist loyalty. Practical implications This study offers valuable insights for rural ecotourism stakeholders to develop ESG-based marketing strategies. It underscores the need to prioritise social engagement and transparent governance while making environmental initiatives more visible and experiential for visitors. Originality/value This study is among the first to integrate ESG dimensions into a comprehensive quality–loyalty model to explain tourist loyalty in rural ecotourism destinations.