Destination image, satisfaction, and perceived value drive tourist loyalty in traditional village tourism

Traditional village tourism plays a vital role in rural development, with tourist loyalty being essential for preservation and sustainability. However, research on its determinants and mechanisms remains limited. This study constructs a Stimulus–Organism–Response (S–O–R) model to examine how tourists’ perceptions and behaviors shape loyalty. Based on 330 valid responses, Partial Least Squares Structural Equation Modeling (PLS-SEM), Artificial Neural Networks (ANN), and Necessary Condition Analysis (NCA) were applied. Results indicate that objective authenticity, co-creation, e-word-of-mouth, and service quality significantly enhance destination image, satisfaction, and perceived value, except for service quality’s nonsignificant effect on satisfaction. Destination image, satisfaction, and perceived value strongly influence loyalty, with satisfaction and perceived value identified as necessary conditions. This study identifies the key drivers of tourist loyalty in traditional village tourism and provides theoretical and practical implications for its sustainable development.