Towards Sustainable Tourism Design: What Drives Tourist Loyalty? A Structural Equation Modeling Approach to a Tourist Experience Evaluation Scale

This study specifies and validates a three-layer Structural Equation Model (SEM) that accounts for how tourists’ evaluations of destination attributes translate into loyalty; the model is based on UN Tourism’s sustainability pillars. Guided by service-science and Customer Experience (CX) logics, and adopting a Tourist Experience (TX) framework that treats Tourist Experience as a domain-specific case of CX, we define five first-order antecedents—Emotions (EMS), Local Culture (CTL), Authenticity (AUT), Entertainment (ENT), and Servicescape (SVS)—that load onto a higher-order appraisal, Global Perception (GEN), which in turn drives Destination Loyalty (LOY). Using ordinal indicators and a robust diagonally weighted least squares estimator (WLSMV), the model exhibits a good global fit (CFI/TLI = 0.970/0.968; SRMR = 0.049; RMSEA = 0.073 [90% CI = 0.070–0.076]). Standardized effects indicate that GEN is primarily explained by Emotions (β = 0.445, p < 0.001), Authenticity (β = 0.271, p < 0.001), and Servicescape (β = 0.241, p < 0.001), whereas CTL and ENT are not significant when competing with these other predictors. GEN strongly predicts LOY (β = 0.967, p < 0.001), mediating sizable indirect effects from EMS, AUT, and SVS to LOY. The findings corroborate a parsimonious mediational chain in which affective, meaning-related, and infrastructural inputs cohere into a single global appraisal that is proximal to loyalty. Our study provides a decision-focused blueprint for designing emotion-rich, authenticity-protecting, and well-orchestrated servicescapes to enhance GEN and, consequently, LOY; it adheres to established SEM reporting standards and articulates a holistic transactional conceptualization grounded in recent tourism literature. Improvements in GEN reflect not only better experiences but also designs consistent with long-run destination sustainability.