QUALITY, SATISFACTION, AND LOYALTY: A POWERFUL TRIGGER FOR RURAL TOURISTS REVISIT INTENTION

Abstract

Although numerous research has been conducted on the quality of rural tourism services, there remains a need to explore the service quality causal relationship with behavioural intentions. The aims of this study investigate how service quality affects satisfaction, loyalty, and behavioural intentions. Employing a quantitative approach, data from 278 respondents were analyzed using SEM-PLS to test the proposed causal model. The findings reveal that tourists perceive higher-quality rural tourism services as leading to increased satisfaction, loyalty, and behavioural intentions toward the respective destinations. Furthermore, heightened satisfaction and loyalty contribute positively to tourists' behavioural intentions at the visited rural tourism sites. These results emphasize the importance for rural tourism managers to provide satisfactory service, foster loyalty, and can be a trigger to generate positive behavioral intentions among tourists towards the destinations visited