Influencing factors of tourist loyalty in China camping destinations based on Expectation Confirmation Theory: the mediating role of satisfaction and well-being

This study explores the influence of relaxation, novelty seeking, and destination image on the satisfaction and well-being of camping tourists, and how these factors contribute to tourist loyalty within the framework of Expectation Confirmation Theory (ECT). Using a survey-based approach with 368 valid responses collected, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to validate the relationships posited in the theoretical framework. Results indicate that relaxation, novelty seeking, and destination image significantly impact tourist satisfaction and well-being, which in turn enhance loyalty. Mediation analysis reveals that satisfaction and well-being serve as mediators in the relationship between the initial expectations set by relaxation, novelty seeking, and destination image, and the loyalty that tourists exhibit towards camping destinations. This study not only underscores the importance of these factors in shaping tourist experiences but also offers practical insights for tourism managers aiming to enhance tourist retention and satisfaction in the camping tourism sector.