Exploring Drivers of Traveler Loyalty for Small Island Destinations

This research extends the current understanding of tourist loyalty for small island destinations. Using cumulative prospect theory, we establish and test research models to examine the such underlying determinants as motivation, the theory of planned behavior, image, and risk factors on tourist loyalty. Through the adoption of necessity and sufficiency logic, this research successfully identifies four exclusive conditions for tourist loyalty: necessary and sufficient, necessary but insufficient, unnecessary but sufficient, and unnecessary and insufficient. Subjective norm and affective image were found to be critical aspects required for the occurrence and enhancement of tourist loyalty. Additionally, through case-based analysis, the study reveals that multiple necessary conditions and complex combinations of the above antecedents can also impact tourist loyalty, emphasizing the intricate nature of the factors influencing tourist loyalty in small island destinations. Theoretical significance and practical implications are discussed.