Determining Factors of Local Vacationers’ Loyalty: Mediating Role of Vacationers’ Satisfaction and Attitude Towards Visiting the Beach

Document Type : Original Research

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High institute of tourism, Hotel Management and Monuments Restoration, Abu Qir-Alexandria

Abstract

Alexandria is considered one of the most important tourist destinations in Egypt. Although it has many tourist attractions, its geographical location has contributed to its becoming a principal coastal destination. Alexandria attracts a large number of local vacationers from all over Egypt, due to Alexandria's distinguished beaches, vacationers spend their summer vacation, which is known as "beach tourism." In consideration of the growth of mass tourism at beaches, there are many factors that may influence vacationers’ loyalty. This study proposed a multi-mediation model to look at many factors that influence vacationers' loyalty directly and indirectly through two mediators: satisfaction and attitude towards visiting. This study has been based on a quantitative approach to study the relationship between exogenous and endogenous variables. This study also used a survey method by distributing a set of questionnaires to the selected sample that amounted to 520 participants on the beaches. The data has been analyzed using Smart PLS to test 23 hypotheses. Results show that overcrowding, security, safety, hygiene, and amenities have significant positive effects on satisfaction and attitude towards visiting, ultimately increasing the loyalty of vacationers. By contrast, pricing and human resources do not exhibit a substantial influence on their attitude towards visiting, their satisfaction, and their loyalty. Finally, the proposed model has shown which factors have the most impact on visitor behavior, vacationers' satisfaction, and their loyalty to the beaches they choose during the peak season, as well as which factors have the least impact on dependent variables.

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