Hiking tourism: motivation, involvement, satisfaction and loyalty

Purpose The study aims to investigate the structural relationship between motivation, involvement, satisfaction and loyalty in the context of hiking tourism in Hong Kong. Design/methodology/approach This study develops a comprehensive conceptual framework that integrates motivations, satisfaction, loyalty and involvement. A convenience survey of hikers (n = 859) was conducted in Tai Mo Shan Country Park in Hong Kong, from December 2020 to May 2021. The data were analyzed using structural equation modeling. Findings The results indicated that stimulus–avoidance motive and involvement had direct effects on satisfaction. Stimulus–avoidance, social and competence–mastery motives were correlated with involvement which indirectly affected satisfaction. Loyalty was directly affected by satisfaction and involvement. Originality/value This study contributes to the existing literature by filling the research gap in hiking tourism. It not only provides a novel understanding of tourist behavior but also offers valuable implications for improving hiking experiences and meeting the needs of hikers effectively.