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This is a Cross-Sectional Survey study.

September 10, 2025Open Access

Effect of Tourists' Perceptions on Destination Loyalty, an Indicator of Destination Competitiveness in the Lake Victoria Region Tourism Circuit, Kenya

Key Points

High destination awareness predicts loyalty, indicating that tourists favor well-known locations.
Significant predictors for loyalty include destination image (β = .32) and perceived value (β = .19) in Lake Victoria tourism.
The study utilized PLS-SEM for detailed analysis, allowing exploration of complex relationships among variables.
Insights gained can assist destination managers in enhancing competitiveness within the Lake Victoria tourism circuit.

Abstract

To enhance competitiveness, destination managers need to understand the link between tourists’ perceptions and destination loyalty. This study sought to evaluate the effect of tourists’ perceptions on destination loyalty, an indicator of destination competitiveness. The study employed a cross-sectional survey design using a self-administered questionnaire to collect quantitative data from 299 tourists in 26 classified hotels. Partial least squares structural equation modelling (PLS-SEM) in SmartPLS 3.2.7 was used in data analysis and hypotheses testing. The majority of the hypotheses tested are accepted at P < .001, with exogenous variables adequately predicting their corresponding endogenous variables. Destination awareness DA (β = .49), destination image DI (β = .32), and destination perceived value DPV (β = .19), significantly predict Destination loyalty in Lake Victoria region tourism circuit DCL (R2 = .76) while destination perceived quality DPQ (β = .10, P=.0.08) does not. The findings of this study provide insights for destination managers in the Lake Victoria region tourism circuit, Kenya, on monitoring and enhancing the destination’s competitiveness.

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