Assessing the factors impacting destination loyalty in sustainable tourism: A case study of Sanasar Village, an emerging tourist spot in Jammu and Kashmir (North India)

Abstract

This research paper evaluates the experience of visitors on tourism and examines the impact of service quality and perceived value on tourist satisfaction which results in creating destination loyalty for a tourist. A total of 300 respondents completed the survey conducted at Sanasar, a tourist spot in Udhampur district of Jammu & Kashmir (North India). With the help of exploratory factor analysis and confirmatory factor analysis, the data has been analysed and the outcome showed that there is a direct impact of service quality and perceived value on tourist satisfaction. Further, it was seen that tourist satisfaction and quality positively impacts destination loyalty, whereas perceived value did not have any direct impact on destination loyalty. Thus, the present study has tried to show the impact of various factors on destination loyalty.