Ecotourism destination loyalty model in Selangor: A mediating and moderating mechanism.

Abstract

As ecotourism gains attention, understanding the psychological and experiential factors that contribute to tourists' attachment to nature-based destinations has become increasingly important. This study investigates the role of tourism experience in influencing ecotourism destination loyalty, proposing a model that incorporates both mediating and moderating effects. Drawing on data from 251 respondents across five ecotourism sites in Selangor, Malaysia, a quantitative approach was employed using a structured questionnaire. Structural Equation Modelling (SEM) was conducted via SmartPLS 4 to test the hypothesised relationships. The results reveal that tourism experience significantly mediates the relationship between social media engagement and ecotourism destination loyalty. Furthermore, environmental beliefs were found to moderate the strength of these relationships, enhancing the impact of tourism experience on loyalty. These findings offer critical insights for ecotourism stakeholders, emphasising the importance of crafting emotionally enriching and memorable tourist experiences. Policymakers and destination managers should focus on leveraging social media and fostering strong environmental values to promote repeat visitation and support sustainable tourism development.