The impact of tourism rituals on tourist loyalty - A mediated model with moderation

As a key vehicle to demonstrate the cultural heritage of tourism destinations and enhance the quality of tourists' experiences, tourism rituals have gradually become an important driver to enhance tourist loyalty, but their effects and underlying mechanisms remain to be further elucidated. This study is based on the categorization and conceptual definition of tourism rituals, and then constructs a model of the relationship between tourism rituals and tourists' well-being, perceived service quality, and tourist loyalty. Data were collected through questionnaires and the model was double-validated using structural equations and the PROCESS test. The results show that the effect of uniqueness of tourism rituals on tourist loyalty being partially mediated by tourist well-being and the effect of formality on tourist loyalty being fully mediated by tourist well-being. Perceived service quality moderates the mediating effect of tourist well-being on the relationship between tourism rituals and tourist loyalty. The study provides a novel perspective for designing cultural tourism products at destinations and opens new avenues for cultivating tourist loyalty.