Interaction between satisfaction and loyalty of lithuanian rural tourists: a moderating effect of perceived value

Abstract

The moderating effect of perceived value on the effect of Lithuanian rural tourist satisfaction to loyalty (behavioural and attitudinal) is being analyzed in the article. The positive effect of tourist satisfaction to loyalty is widely analyzed and discussed in scientific literature. Nevertheless, this effect is considered as complex due to the possibility of other variables’ moderating effect. Tourist’s perceived value may be regarded as such variable. Scientific researches about the moderating effect of perceived value in a framework of rural tourism in Lithuania is weak; therefore, the analysis of the interaction effect between tourist satisfaction and loyalty is relevant. Furthermore, as tourist loyalty is composited from behavioral and attitudinal loyalty, the moderating effect of perceived value may differ regarding these approaches. The aim of this article is to determine the interaction effect between Lithuanian rural tourist satisfaction and loyalty (behavioural and attitudinal) regarding perceived value as a moderator variable. While achieving the aim of the article, quantitative questionnaire research and the analysis of the research results using structural equation modelling are applied. As a research result, the interaction effect of Lithuanian rural tourist satisfaction to loyalty is determined and the moderating effect of perceived value is assessed.