The Impact of Online Presence on Loyalty: A Quantitative Study in the Context of Urban Tourism

Online presence is widely recognized as a strategic factor in digital marketing, particularly in the context of urban tourism. However, its direct impact on customer loyalty has not been extensively tested using structural modeling approaches. This study investigates the relationship between online presence and customer loyalty through a quantitative approach. A questionnaire survey was conducted among 235 managers and owners of accommodation properties operating in urban tourism destinations. The data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), applying the Diagonally Weighted Least Squares (DWLS) estimation method, which is suitable for ordinal data. The CFA results confirmed good model fit and construct reliability. Commonly reported model fit indices—such as χ²/df, CFI, TLI, RMSEA, and SRMR—met or exceeded the recommended thresholds, indicating acceptable model fit. All standardized factor loadings were statistically significant and surpassed widely accepted minimum levels, supporting good construct validity. SEM analysis showed that online presence has a statistically significant and positive effect on customer loyalty (β = 0.619, p < 0.001). The findings provide empirical support for the effect of online presence on customer loyalty in the urban tourism sector. The validated model demonstrates the applicability of structural equation modeling with ordinal data in tourism research and underscores the strategic importance of digital visibility.