How do perceived and environmental values influence tourist satisfaction, loyalty, and environmental awareness?

Abstract

This study investigates the sub-dimension of perceived value, environmental value, and employee service quality, influencing tourist satisfaction. This study also examines how tourist satisfaction impacts loyalty, environmentally responsible behavior, and environmental commitment. Data were collected from respondents who had visited the Sundarbans, a UNESCO World Heritage mangrove forest in Bangladesh, resulting in 732 valid responses. The proposed model was investigated using PLS-SEM. Findings reveal that tourists are dissatisfied with the functional, social, and emotional values, while environmental value and employee service quality significantly influence tourist satisfaction. Tourist satisfaction demonstrates a positive relationship with tourist loyalty, environmentally responsible behavior, and environmental commitment to the destination. To our knowledge, this study is the first empirical examination that integrates environmental value and employee service quality with perceived value in the tourism industry of Bangladesh. Grounded in the consumption value theory, this study comprehensively assesses tourists’ satisfaction, loyalty, and environmental awareness within a single model. Theoretical, managerial, and policy implications are discussed to promote a better environment and sustainable tourism destination in the mangrove forest.