Assessing the Impact of Sustainable Tourism Practices on Destination Loyalty in Sri Lanka: The Mediating Role of Visitor Satisfaction.

Abstract

Sustainable tourism is a long-term goal for Sri Lanka's tourism industry, aiming to achieve a positive balance between economic, social, and environmental dimensions for both tourists and the local community. Framed by the Stimulus-Organism-Response (S-O-R) model and the Triple Bottom Line (TBL) framework, the research evaluates how economic, environmental, and socio-cultural sustainability contribute to enhanced visitor satisfaction and destination loyalty. The research examined the direct impact of sustainable tourism practices on visitor satisfaction and destination loyalty. Additionally, the impact of sustainable tourism practices on destination loyalty was analyzed through the mediation effect of visitor satisfaction. The population for the study was derived based on tourist arrivals through SLTDA statistics, where tourist arrivals totalled 1,487,303 in the year 2023. A sample of 403 tourists was selected using purposive sampling. The research was conducted as a quantitative study, with data collected primarily through the distribution of questionnaires. The data collected were analyzed using the PLS-SEM method using the SmartPLS tool. All hypotheses were supported, and findings reveal that sustainable tourism practices directly impact both destination loyalty and visitor satisfaction. Moreover, visitor satisfaction was found to be partially mediating the relationship between sustainability practices and destination loyalty. This study emphasizes the importance of sustainable tourism practices to Sri Lanka’s tourism industry as it promotes long-term development and fosters economic growth, environmental protection and societal wellbeing. Also, the study provides practical insights for policymakers and tourism stakeholders on promoting sustainable strategies and awareness campaigns in Sri Lanka. Further, research contributes to the literature on sustainable tourism by facilitating pieces of evidence on the role of visitor satisfaction in mediating the connection between sustainable practices and destination loyalty in a developing country context. Future research should extend by using longitudinal research designs, comparative studies, and incorporating the views of tourism stakeholders. The results underscore the importance of strategic investments in sustainable tourism for long-term industry resilience, community well-being, and the promotion of Sri Lanka as a responsible and desirable destination.