DETERMINING THE ROLE OF ECO-TOURISM SERVICE QUALITY, TOURIST SATISFACTION, AND DESTINATION LOYALTY: A CASE STUDY OF KUAKATA BEACH
DETERMINING THE ROLE OF ECO-TOURISM SERVICE QUALITY, TOURIST SATISFACTION, AND DESTINATION LOYALTY: A CASE STUDY OF KUAKATA BEACH

Summary/Abstract: The impact of eco-tourism service quality (ETSQ) and destination loyalty on beach tourism,particularly Kuakata Beach in Bangladesh, was examined. The present study builds upon the initialresearch on ETSQ to assess tourist satisfaction and destination loyalty at Kuakata Beach. Data for theanalysis were obtained from 284 tourists who visited Kuakata Beach. The obtained data were processedwith the use of SPSS 26 and smartPLS 3. The study demonstrated that ETSQ is significantly linked withtourist satisfaction and destination loyalty. The findings revealed a robust relationship between ETSQ,tourist satisfaction, and commitment to a specific destination. The study has practical implications foreco-tourism promotion by the government, semi-governmental, and non-governmental organizationsin Kuakata, other tourist attractions in Bangladesh, and tour operators who could design ETSQto provide tourist satisfaction tools and recommend tourist destinations.

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