What Drives Active Loyalty in Tourists? Exploring the Interplay of Tourist Interactions and Experiences, Place Identity, and Customer Perceived Value

ABSTRACT Memorable Tourism Experiences (MTEs) and tourist interactions with (A) residents and (B) employees at destinations play a critical role in shaping place identity, customer perceived value (CPV), emotional experience, and active loyalty. This study, based on 295 responses analyzed using partial least squares structural equation modeling (PLS‐SEM), investigates the relationships between these constructs. The findings reveal that both MTEs and interactions significantly impact CPV, place identity, and emotional experiences, which in turn influence tourists' active loyalty. Drawing on Stimulus‐Organism‐Response (SOR) theory, the research highlights how external stimuli like MTEs and social interactions trigger cognitive and emotional responses, leading to loyalty. The study is one of the first to differentiate the effects of interactions with residents versus employees on place identity and emotional experiences. These insights provide valuable guidance for stakeholders seeking to enhance tourist loyalty by cultivating meaningful experiences and informed management strategies aimed at improving customer retention.