THE MEDIATING ROLE OF GUEST SATISFACTION ON THE INFLUENCE OF TOURISM PRACTICES ON GUEST LOYALTY

Tourism practices significantly shape the hospitality industry by influencing guest experience, satisfaction, and loyalty. This study examined the mediating role of guest satisfaction in the relationship between tourism practices and guest loyalty using a descriptive-correlational design with Structural Equation Modeling. A total of 300 resort guests participated I the study. The investigator employed a combination of a modified (Quiapo & Chavez, 2024) questionnaire as well as a researcher-made survey to collect information for this research. Data were organized using descriptive and inferential statistics. Findings reveal that guests exhibit strong loyalty, indicating potential long-term brand connections. While technological advancements and sustainable tourism practices contribute to the overall experience, they do not strongly affect loyalty. Experiential travel, however, has a substantial effect on guest loyalty, both directly and indirectly. Guests value tourism practices as a basis for satisfaction, which in turn enhances loyalty. Although the guest experience generally meets or exceeds expectations, further improvements could maximize satisfaction. Collaboration among key stakeholders, including government agencies, tourists, and researchers, is essential to fostering responsible tourism. Strengthening marketing strategies, promoting sustainable and tech-driven tourism, and encouraging responsible travel behavior support long-term industry growth. By integrating sustainability, technology, and experiential offerings, the hospitality industry can enhance guest experiences while ensuring cultural and environmental integrity, ultimately leading to increased customer satisfaction and loyalty.